Partnership Press Releases: Tips, Tricks and Examples
Are you struggling to showcase your company’s latest partnership? It can be tricky to write a press release that balances brand promotion while also highlighting the partnership’s value. But every PR professional needs to master the craft of partnership press releases that grab attention and earn media coverage. Let’s dive in and explore how to announce a partnership in a press release.
What Is a Partnership Press Release?
Partnership press releases announce or celebrate collaborations between two or more companies or between a company and an individual. The release should explain the partnership’s purpose, goals and potential impact and highlight how it benefits both the companies and their customers or industry.
A well-crafted new partnership press release can generate buzz, attract media attention, improve public relations and brand visibility, inform investors and position both companies as innovators in their field. You might use this type of release when launching a joint product, combining services or starting a long-term business relationship.
How to Write a Business Partnership Press Release
New partner press releases follow the typical press release template in terms of formatting and best practices. However, there are a few tips specific to partnerships that can help you make your announcement more compelling and get more views.
Include Both Company Names and Logos in the Headline
Your headline should feature both partners’ names and logos. List the larger or more well-known company first. If they’re similar in size, lead with the company spearheading the partnership. For example, if one company is taking charge of manufacturing and distributing a new product, list that name first.
Remember to keep your headline under 100 characters. A clear, concise headline sets the tone for your entire partnership press release and can be the difference between a journalist reading on or moving to the next story in their inbox. In addition to the text, include a logo lockup in the header that shows the logos of both companies. You can see an example in this press release.
Explain the Partnership Clearly
Start your release by introducing each company and clearly describing the partnership. Explain what each partner brings to the table and how they’ll work together, and be specific about the partnership’s goals and how it will operate. Avoid jargon and focus on communicating the essential information in a way that’s easy for anyone to understand, even if they’re not familiar with your industry.
Demonstrate the Impact on the Industry
The best new partnership press release examples show the audience why it matters. Highlight how it will benefit your industry or drive change. Will it set new standards or address key challenges? Explain how your collaboration will make a difference and pique media interest. Use concrete examples or predictions to illustrate the partnership’s potential impact. This section is your chance to show why this news is significant not just to your company but to your audience as well.
Always Include Quotes and Data
Every partnership press release template should include quotes from representatives of both companies. Try to get quotes that offer specific insights and goals for the future, and make sure you follow AP Style. You should also include data or statistics about the potential or current impact, like market size or growth predictions. Providing journalists with credible, ready-to-use material increases your chances of media coverage.
Provide a CTA and Contact Information
End with a press release boilerplate for each partner and media contact details. This gives journalists easy access to more information and a clear point of contact for follow-up questions. Your call to action (CTA) should guide readers on what to do next, whether it’s visiting a website for more information or contacting a specific person. Make sure your contact information is current and includes multiple ways to reach your media relations team.
Target the Right Audience
Consider your partnership’s scope when distributing your release. Some partnerships are regional, and only people in a certain area will know who the partners are or benefit from the partnership. Others might be industry-specific or appeal to certain age groups, like celebrity partnerships. Define your audience and use targeted press release distribution, like PR Newswire’s industry-leading network, to connect with the right journalists and media outlets.
Partnership Announcement Press Release Examples
Different types of partnerships call for tailored approaches. Here are some real-life examples of partnership press releases and tips for each type.
Brand Partnerships
Brand partnerships involve two companies collaborating to reach new audiences or create unique offerings. In your release, explain the relationship between the two brands, and focus on how the partnership offers something new or exclusive that creates value for customers.
Retail Partnerships
Retail partnerships often focus on expanding product availability or creating exclusive lines. Emphasize the benefits for shoppers and any unique aspects of the collaboration. Highlight how the partnership improves the shopping experience, whether through increased convenience, exclusive products or innovative shopping methods. Use specific examples to illustrate these benefits.
Example: The Toro Company and Lowe’s Announce Strategic Partnership
Fashion Partnerships
The fashion industry loves partnerships, from limited-edition collections to designer collaborations. A good partnership press release highlights what is unique or innovative about the designs and describes how the collaboration pushes creative boundaries or offers customers something they can’t get elsewhere. Include quotes from both designers and creative directors to create buzz.
Example: Ryan Destiny and Pacsun Expand Partnership, Unveiling '90s-Inspired Summer Collection
Product Launch Partnerships
When partners team up to launch a new product, focus on its features and what makes the product unique compared to others in the market. Give specific product details and benefits to capture media and consumer interest, and always provide a link where the media or consumer can buy the product or find more information about it.
Example: Ultra PRO Partners with Pokémon to Introduce the Paldea First Partner Bundle
Sports Team Partnerships
Sports partnerships often involve sponsorships or collaborative merchandise. Press releases should highlight the details of the partnership and how it benefits the organizations and the fans. The press release partnership example below features a marketing partnership between a brand and a sports team and outlines the benefits for both. Make sure to include any charitable elements, which tend to resonate with both media and fans.
Example: Nexen Tire Named Official Partner of the New York Rangers
Licensing Partnerships
Licensing deals allow brands to expand their reach and bring technologies, characters or products into new markets. The press release should explain the strategic benefits for both parties and how consumers will benefit. The partnership press release example below explains a technologically advanced collaboration in plain terms and explains the benefits using powerful language.
Educational Partnerships
When schools partner with businesses, the partnership press release should focus on the opportunities created for students and how they will benefit the community as a whole. Highlight how the partnership bridges any gaps for students and talk about specific programs, internships or resources that will be available as a result. Include quotes from both educators and business leaders to add credibility.
Example: IXL and Montgomery County Public Schools Expand Partnership to Enhance Secondary Math Education
Partnership Anniversaries
Celebrating a long-standing partnership? Highlight key achievements and future plans to show the collaboration’s ongoing value. Use the opportunity to reflect on past successes and outline exciting new initiatives. Demonstrate the partnership’s success and potential with data, such as growth figures or milestones reached. The partnership press release example below does a great job of this.
Celebrity Partnerships
Everyone loves a celebrity partnership, and they can help you reach new audiences and markets. Make sure the partnership press release highlights the celebrity’s genuine interest in the product, preferably with a quote. And don’t forget to include any charitable aspects, which can make it more newsworthy. For example, below, the partnership promotes the use of sustainable materials and responsible manufacturing practices.
Make the Most of Your Partnerships
Partnership press releases are powerful tools for announcing collaborations and generating buzz. By crafting strategic partnership press releases, you can attract media attention and highlight the value of both organizations. But it’s not just about following a partnership press release template – you need to reach the right audience at the right time.
PR Newswire's distribution network and targeted solutions can help. We can send your news to thousands of outlets, while also offering more narrowly targeted options to reach specific industries or demographics. Want your partnership announcement to stand out? Start sending press releases with us today.
FAQs About New Partnership Press Releases
How do you write a partnership press release?
Start with a clear headline including both company names. Explain the partnership’s purpose, include quotes from both parties and highlight the collaboration’s impact. End with boilerplates and contact information for media inquiries. Keep your language clear and concise, focusing on the most newsworthy aspects of the partnership.
What should be included in a partnership announcement?
A partnership announcement press release should include the partners’ names, partnership details, quotes from both companies, expected benefits or impact and relevant data or statistics. Make sure to explain why this partnership matters to your industry or customers, and add the boilerplate for each company as well as media contact information.
How do you announce a strategic partnership?
A strategic partnership press release should focus on the partnership’s goals and industry impact. Explain how each partner’s strengths complement the other. Include quotes from leadership and data supporting the partnership’s strategic importance. Highlight how the partnership addresses current market needs or challenges. If possible, provide concrete examples of how the partnership will drive innovation or improve services for customers. And don’t forget to create a social media strategy that amplifies your message.
Partnerships are a great reason to send a press release, but there are many other opportunities to showcase your company’s news. For more press release ideas, download 10 Newsworthy Reasons to Send a Press Release. You’ll uncover plenty of ideas and strategies to make any type of announcement stand out.