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A candidate announcement press release is an official written statement issued by a political campaign to notify journalists, media outlets, and the public that an individual is formally entering a race for elected office. It typically includes the candidate’s name, the office being sought, a quote explaining why they are running, a brief biography establishing their qualifications, and contact information for media follow-up. Distributed through wire services or press release platforms, it serves as the campaign’s first formal introduction to the press and is designed to generate news coverage at launch.
Example #1: Announcement of Candidacy
• Strong personal narrative and credibility — The release effectively connects the candidate’s biography (her legislative internship, her work with domestic violence survivors) to her fitness for the judgeship. The origin story feels authentic and gives voters a reason to trust her beyond just her credentials.
• Clear, memorable platform — The four pledges (equal access, judicial integrity, restorative justice, economic development) are concrete enough to be meaningful but broad enough to resonate across voter groups. The closing tagline is punchy and campaign-ready.
How it can be improved:
• Needs a stronger news hook — It reads more like a campaign bio than a press release. It doesn’t explain why now — what’s wrong with the current court, what the election timeline is, or what makes her County specifically ripe for this candidacy. Adding a local stat or context (e.g., caseload data, a gap in court access) would give journalists and voters a sharper reason to engage.
• Missing third-party validation — There are no endorsement quotes from community leaders, bar associations, or local organizations. An outside voice lending credibility to her candidacy would significantly strengthen the release’s persuasive power.
Example #2: Individual Joins Race for Governor
• Sharp news hook and built-in conflict — Naming the opponent directly in both the headline and body is a smart PR move. It immediately creates a storyline journalists can run with, borrows name recognition from a high-profile opponent, and signals to that party’s voters that there’s a real primary contest worth watching.
• Polling data adds credibility — Referencing that the opponent is trailing the eventual other party’s opponent in a potential general election matchup is a concrete, newsworthy detail that justifies entry into the race. It frames his candidacy not as a vanity run but as a strategic necessity for the party.
Resources to help you write an amazing press release and distribute it to the right people to get publicity for your company, cause, or announcement.
Writing a press release to announce that you’re throwing your hat into the political ring is not difficult. Simply:
Your headline should state who is running, for what office, and — if you have a compelling angle — why it’s newsworthy beyond the basic announcement. If you’re challenging a well-known opponent, name them. A strong headline does the work of getting journalists to read further.
The opening paragraph should answer who, what, where, when, and why in two to three sentences. Assume the reader may go no further — your most important information belongs here. Include the candidate’s full name, the specific office they’re seeking, and the election they’re entering.
Include one quote from the candidate that sounds human, not political. It should explain why they’re running in a way that connects emotionally with voters. Avoid generic phrases like “I’m honored to announce.” The quote should give the reader a reason to care.
Briefly outline the candidate’s relevant background — professional experience, community ties, prior public service, or anything that makes them uniquely qualified for this role. Keep it focused on what’s relevant to the office, not a full résumé.
Explain why this candidacy matters right now. Is there a gap in the race? A problem the current officeholder hasn’t addressed? Polling data that supports your candidate’s viability? A good hook is what turns an announcement into a story.
Tell readers where to go next — a campaign website, a social media handle, a donation link, or a volunteer sign-up page. This is where many candidacy releases fall short. Don’t leave people with nowhere to go.
Always close with a media contact: a name, phone number, and email address. Journalists who want to follow up need to know exactly who to call. Without this, your release loses half its value.
Once your release is polished, use a distribution service to get it in front of journalists and newsrooms. Services like eReleases are well-suited for political campaigns — they syndicate your release to targeted media outlets, wire services, and reporters who cover your beat, giving your announcement far more reach than emailing contacts one by one.
A few things to remember: Keep the whole release to one page if possible. Avoid jargon and partisan buzzwords that will date quickly. And always ask yourself — would a reporter in this district find this genuinely newsworthy, or does it only matter to the campaign?
Writing’s always easier when you have a template. Here are 5 templates for the types of press releases political campaigns use the most:
| FOR IMMEDIATE RELEASE [Date] [CANDIDATE FULL NAME] ANNOUNCES CANDIDACY FOR [OFFICE], [JURISDICTION] [CITY, STATE] — [Candidate Name], [brief descriptor: e.g., “a 20-year veteran of local education”], today officially announced their candidacy for [Office] in [Jurisdiction], seeking the [Party] nomination in the [Month/Year] election. “[Quote explaining why the candidate is running and what they stand for. Should be personal, specific, and forward-looking.],” said [Candidate Name]. [Candidate Name] brings [X years] of experience in [relevant field]. [Two to three sentences on background, community ties, and qualifications most relevant to the office being sought.] [Candidate Name]’s campaign will focus on [2-3 key issues]. “[Second quote reinforcing vision or connecting with voters.]” For more information, visit [CampaignWebsite.com] or follow the campaign at [Social Media Handle]. Contact: [Campaign Manager or Press Contact Name] | [Phone Number] | [Email Address] |
| FOR IMMEDIATE RELEASE [Date] [CANDIDATE NAME] TO HOST [EVENT TYPE] IN [CITY] ON [DATE] [CITY, STATE] — [Candidate Name], candidate for [Office], will host a [town hall / rally / fundraiser / meet-and-greet] on [Day, Date] at [Time] at [Venue Name and Address]. The event is free and open to the public. [OR: Tickets are available at CampaignWebsite.com.] “[Quote from candidate about why they are holding the event and what they hope to accomplish — connecting with voters, discussing a key issue, building community support.],” said [Candidate Name]. [Two to three sentences about what attendees can expect: speakers, topics to be discussed, format of the event, and any special guests or endorsers who will appear.] [Candidate Name] is running for [Office] on a platform focused on [2-3 key issues]. The [primary/general] election is scheduled for [Date]. Event Details: Date: [Day, Month Date, Year] Time: [Start Time – End Time] Location: [Venue Name], [Full Address] RSVP/Tickets: [CampaignWebsite.com or phone number] Contact: [Campaign Manager or Press Contact Name] | [Phone Number] | [Email Address] |
| FOR IMMEDIATE RELEASE [Date] [CANDIDATE NAME] UNVEILS PLAN TO [POLICY ACTION] FOR [JURISDICTION] [CITY, STATE] — [Candidate Name], candidate for [Office], today released a detailed plan to [brief description of policy proposal], addressing [the problem or issue it solves] for residents of [Jurisdiction]. “[Quote from candidate explaining the problem and why their plan is the right solution. Should be specific and results-oriented.],” said [Candidate Name]. The plan includes [X] key components: — [Policy Point 1: One sentence description] — [Policy Point 2: One sentence description] — [Policy Point 3: One sentence description] [One to two sentences of supporting context — a statistic, local data point, or community impact statement that illustrates why this issue matters now.] “[Closing quote from candidate connecting the policy to their broader vision for the community.]” The full plan is available at [CampaignWebsite.com]. [Candidate Name] is seeking the [Party] nomination for [Office] in the [Month/Year] election. Contact: [Campaign Manager or Press Contact Name] | [Phone Number] | [Email Address] |
| FOR IMMEDIATE RELEASE [Date] [CANDIDATE NAME] CAMPAIGN REACHES [MILESTONE] AHEAD OF [ELECTION DATE] [CITY, STATE] — The campaign for [Candidate Name], candidate for [Office] in [Jurisdiction], today announced [milestone: e.g., raising $X in grassroots donations / collecting X voter signatures / opening X campaign offices], marking a significant moment in the race ahead of the [Month/Year] election. “[Quote from candidate reflecting on the milestone and what it signals about voter enthusiasm or campaign strength.],” said [Candidate Name]. [Two to three sentences of context: when the campaign launched, what the milestone represents, and why it matters in the broader race. If applicable, include a comparison to opponents or historical benchmarks.] “[Quote from campaign manager or a supporter reinforcing momentum and looking ahead.],” said [Name, Title]. [Candidate Name]’s campaign continues to [grow/organize/fundraise] ahead of [next campaign event or key deadline]. Residents of [Jurisdiction] can get involved at [CampaignWebsite.com]. Contact: [Campaign Manager or Press Contact Name] | [Phone Number] | [Email Address] |
| FOR IMMEDIATE RELEASE [Date] [ENDORSING PERSON OR ORGANIZATION] ENDORSES [CANDIDATE NAME] FOR [OFFICE] [CITY, STATE] — [Endorsing Person or Organization], [brief descriptor], today announced their endorsement of [Candidate Name] in the race for [Office] in [Jurisdiction]. “[Quote from the endorser explaining why they are backing this candidate and what it means for the community.],” said [Endorser Name and Title]. [Candidate Name] has earned the support of [Endorser] through their [work/record/commitment] on [key issue or issues]. [One to two sentences providing context on why this endorsement is meaningful — the endorser’s credibility, reach, or relevance to the race.] “[Quote from the candidate thanking the endorser and reinforcing shared values or goals.],” said [Candidate Name]. [Candidate Name] is running for [Office] on a platform of [brief platform summary]. The election is scheduled for [Date]. For more information, visit [CampaignWebsite.com]. Contact: [Campaign Manager or Press Contact Name] | [Phone Number] | [Email Address] |
Need ideas for topics your campaign could write a press release about? Here are 50 ideas to get you started:
A political campaign press release is an official written statement distributed to journalists and media outlets announcing news related to a candidate or campaign. It is written in a standard format that makes it easy for reporters to quickly understand the story and decide whether to cover it.
Start with a strong headline that names the candidate and the office. Follow with a first paragraph that answers who, what, where, when, and why. Add a candidate quote, a bio paragraph, and a clear call to action. Close with media contact information. Keep it to one page and distribute it through a press release service like eReleases to maximize reach.
Ideally, one page, or roughly 400–500 words. Journalists receive dozens of press releases daily and are unlikely to read past the first page. Every sentence should earn its place. If you find yourself going on too long, cut the background details and move them to a campaign website instead.
The first paragraph — called the lede — should answer the five W’s: who is running, what office they are seeking, where the jurisdiction is, when the election is, and why this candidacy is newsworthy. If a reader only reads one paragraph, they should walk away with the full picture.
Give journalists a reason to care beyond the basic announcement. This could be a challenge to a well-known incumbent or opponent, a gap in the current race, polling data that shows viability, a surprising background story, or a pressing local issue the candidate is uniquely positioned to address. Announcements without a news hook rarely get covered.
It depends on the strategy. Naming a high-profile opponent can be a smart move because it borrows name recognition and creates a storyline. However, naming a lesser-known opponent can inadvertently give them free publicity. When in doubt, focus on the candidate’s own strengths rather than tearing down the competition.
A good quote sounds like a real person, not a politician. It should explain why the candidate is running in a way that is specific, emotional, and memorable. Avoid filler phrases like “I am honored and humbled.” Quotes that name the community, reference a personal experience, or make a bold commitment tend to perform best.
Yes, and especially for local or down-ballot races where the campaign may not have existing media relationships. Services like eReleases distribute your release directly to journalists who cover your specific geography and beat, giving your announcement far more reach than a personal email list. For a small investment, distribution services can significantly increase the chances your story gets picked up.
For a candidacy announcement, distribute it the morning of the day you want coverage — typically between 8 and 10 AM local time on a Tuesday, Wednesday, or Thursday, when journalists are most active and least distracted by weekend or Monday catch-up. For event announcements, send the release at least one week in advance, with a reminder the day before.
A press release tells the full story and is written to stand on its own as a news item. A media advisory is a shorter, bare-bones notice that alerts journalists to an upcoming event, inviting them to attend and cover it in person. Campaigns typically use press releases for announcements and media advisories for rallies, town halls, and press conferences.
Not necessarily, but the writing should be clean, concise, and error-free. A poorly written release can damage a campaign’s credibility with journalists before the race has even begun. If the campaign doesn’t have a communications director, it’s worth hiring a freelance PR writer or consultant for major releases, such as the candidacy announcement.
The most common mistakes are: burying the news in the second or third paragraph, using vague or generic quotes, leaving out contact information, failing to include a call to action, and distributing without a clear news hook. Many campaigns also make the mistake of writing only for supporters rather than for journalists who need a neutral, factual reason to cover the story.
Finally, here are some tips and training to help you write an amazing press release:
