How to Write a New Partnership Press Release 2025 [Examples + Tips]

By Intelligent Relations Team

October 8, 2022

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When The Beatles sang “Come Together,” it’s unlikely they were referring to strategic partnerships. And while the legal arrangement to share responsibility for a business may not be worth singing about, it’s definitely worth announcing. 

When two powerhouse brands unite under one roof, it’s time to celebrate — and what better way than with an impactful partnership press release? 

Crafting a standout announcement is your chance to spill the tea about the brand-new business bromance and spark some excitement! 

But there’s more to it than just a catchy headline and a few quotes. You want to capture the essence of the collaboration, highlight what’s in it for your audience, and build buzz across the board. 

This guide will walk you through how to draft a partnership press release that hits all the right notes — from the initial hook to the boilerplate and contact info. And by the end, it may be worth singing about after all.

Here’s what’s covered:

• What is a New Partnership Press Release?
• The Main Types of New Partnership Press Releases
• How to Write a New Partnership Press Release with Examples
• How to Send a New Partnership Press Release

What is a New Partnership Press Release?

A new partnership press release is an official announcement sent out by companies to inform the public, media, and stakeholders about a new collaboration between two or more organizations. This type of press release highlights key details about the partnership, such as:

• Mutual Benefits
• Purpose
• Goals

It’s designed to build excitement, foster trust, and signal growth or new opportunities. For companies, a well-crafted partnership release enhances brand image, attracts media coverage, and engages customers, showing how the partnership will bring value to the market.

What to Include in a Partnership Press Release

While remaining succinct, your new partnership announcement should pack in the following information: 

• Names of Partnering Companies: Clearly identify the companies entering the partnership.

• Partnership Purpose: Describe why the partnership was formed and what it aims to achieve.

• Key Details of the Collaboration: Outline what each company is contributing, specific projects or initiatives, and the intended scope or scale of the partnership.

• Mutual Benefits: Highlight how both companies — ideally their customers or the broader community — will benefit from the partnership.

• Quotes from Executives: Include insightful quotes from executives at each company to express enthusiasm and strategic vision.

• Market and Industry Impact: Briefly discuss any potential changes or enhancements the partnership will bring to the industry.

• Future Plans: If relevant, mention any long-term goals or next steps.

Including this key info ensures the release is informative, appealing, and aligned with each company’s brand and goals.

Why a New Partnership Press Release Matters

A new partnership press release is important because it officially announces a collaboration. It helps companies communicate the strategic value and goals of the partnership. 

By issuing a partnership announcement, companies will:

• Build Credibility and Trust: An official partnership announcement highlights each company’s commitment to the collaboration, showing transparency and reliability to customers, partners, and stakeholders.

• Generate Excitement and Engagement: They allow companies to create buzz around the collaboration, capturing the attention of media, customers, and industry peers.

• Shape Public Perception: Press releases let companies control how the partnership is presented, emphasizing its benefits, mission, and impact.

• Increase Brand Visibility: Through media coverage and social sharing, press releases expand the reach of the announcement, often attracting new audiences and potential customers.

• Reinforce Industry Positioning: Announcing a strategic partnership positions the companies as innovative leaders in their field, adding value to their brands.

Essentially, a partnership press release plays a crucial role in showcasing growth, fostering community support, and establishing industry relevance.

Pro Tip: For the best results, focus on why the partnership matters — explain how it benefits customers or the industry to make your announcement engaging and relevant. 

Want to learn more about crafting a press release that gets results? Read our article: How to Write a Press Release for Great Results [Examples + Tips]

The Main Types of New Partnership Press Releases

There are several types of new partnership press releases, each tailored to the nature and goals of the collaboration. Some notable partnerships include: 

• Strategic Alliance: Focuses on long-term partnerships with mutual benefits, often to share resources, knowledge, or market access.

• General Partnership (GP): A business arrangement in which two or more partners come together to operate a business and share its profits, losses, and management responsibilities.

• Limited Partnership (LP): A business arrangement in which two or more individuals (partners) come together to operate a business and share its profits, losses, and management responsibilities.

• Limited Liability Partnership (LLP): A business structure where partners have limited personal liability for the debts and obligations of the partnership, protecting their personal assets from business liabilities while allowing them to participate in management.

• Corporate Social Responsibility (CSR) Partnership: When companies join forces for social or environmental initiatives, emphasizing community and impact.

• Non-profit Partnership: Collaborations between businesses and nonprofit organizations to work on social, environmental, or community-oriented projects.

These partnerships enable companies to innovate, expand market reach, and drive growth effectively. Each partnership announcement is designed to engage specific audiences, emphasize different benefits and outcomes, and meet strategic goals.

Pro Tip: When issuing a nonprofit partnership press release, emphasize the shared mission and goals of the partnering organizations to highlight the collaborative impact on the community.

Learn more about nonprofit press releases here: Creating a Great Nonprofit Press Release

How to Write a New Partnership Press Release with Examples

Ready to announce your company’s exciting new partnership? Adhering to the industry standard format that journalists have come to expect is paramount. Your partnership press release needs to tick all the requisite boxes to have any chance of garnering media attention.  

To capture attention and communicate the value of the collaboration, follow the Inverted Pyramid structure and answer the 5 Ws in the first paragraph. 

The most important information is covered immediately and concisely, funneling readers through key details down to the CTA and contact info. 

Partnership Announcement “Hook” + Tips

A good press release does more than just relay information — it packages that information into an enticing “hook” that makes a reader want to know more.

Your hook is the most newsworthy element of the announcement. In terms of a new partnership press release, your hook might relate to the timing of the partnership or what the partnership can potentially achieve in the future.

Bonus Tips

We’ve drafted countless press releases over the years and amassed an arsenal of useful tips that’ll ensure your press release is just right. 

• Write it Like a News Article: You’re sharing your press release with reporters in the hope of gaining media exposure. Follow the inverted pyramid structure, answer the 5 Ws, and get to the facts quickly!

• Write in the Third Person: Press releases come from the perspective of an independent observer, meaning the third person.

• Keep it Brief: A press release should be short — between 400 and 600 words. For a new partnership press release, you’ll reference two or more companies and include boilerplates for each, so keeping it short might be challenging. Make every word count.

• Stay Neutral and Avoid Hyperbole: Keep your press release professional and neutral. Avoid terms like “disrupting” or “revolutionizing.” Reporters see through it.

• Consider Your Audience: Avoid technical jargon and obscure industry vernacular. Remember who you’re trying to appeal to. 

• Consider Relevant Media Outlets: Familiarize yourself with the news outlets you’re trying to contact. Stick to their pitching guidelines, and look out for topics they’ve previously covered to see if your press release aligns with their beat.

New Partnership Announcement Format + Example

Let’s take a look at proper press release formatting, using this recent Max and Four Seasons partnership announcement as a guide: 

1. Title: Craft an attention-grabbing headline. Summarize the essence of the partnership in a concise, compelling way, such as by highlighting mutual goals or benefits.

2. First Paragraph: Write a Brief Introduction. Start with a strong opening that answers the 5 Ws — the “who, what, when, where, and why” of the partnership. Keep it direct and informative to hook the reader.

3. Second and Third Paragraphs: Provide Background on the Partnership: Share details about why the companies partnered, their shared goals, and what each will contribute to the collaboration.

4. Quotes from Executives: Add credibility with quotes from key leaders of both companies, expressing their excitement and vision for the partnership.

5. Additional Paragraphs: Highlight the benefits. Explain how the partnership will benefit customers, the industry, or the community, emphasizing its value and impact.

6. Call to Action: Add a CTA that encourages readers to learn more by visiting your website, signing up for updates, or following your social media channels.

7. Boilerplate: Include a succinct description of each company, its history, and mission. Try to keep it around 70 words. A partnership press release will include a boilerplate for each company.

8. Contact Information: List the media contacts so journalists and interested parties can reach out with questions.

Following this structure will help you create a professional, engaging press release that effectively communicates the partnership’s importance.

Pro Tip: To ensure the clarity, professionalism, and consistency that makes your announcement easy for journalists to use directly, write your new partnership press release in AP style. This standard style builds credibility and increases the chances your news will be picked up.

For more on AP style press releases, read our article: How to Write an AP Style Press Release

How to Send a New Partnership Press Release

Once you’ve completed the perfect partnership press release, save that sigh of relief — you’re only halfway there. The next step is getting it covered. Sending your new partnership press release strategically significantly increases its impact, attracting attention from the media and engaging your target audience. 

Let’s explore the two primary methods for distributing your press release, including their pros and cons, to help you choose the best approach for your needs.

Using a Press Release Distribution Service

A press release distribution service helps get your announcement in front of a broad audience quickly, reaching numerous media outlets, journalists, and online publications.

Pros

• Wide Reach: Distribution services connect with a large network of media sources and industry-specific platforms.

• Time-Saving: These platforms simplify the process by handling distribution so you’re free to focus on other tasks.

• Analytics Tracking: Most services provide data on views, pickups, and engagement, helping you gauge your release’s performance.

Cons

• Costly: Distribution services are often expensive, especially for broader reach.

• Limited Personalization: Since the release is sent en masse, it lacks the personalized touch of direct outreach, which may limit media interest.

Pro Tip: Free press release distribution services are a good option for smaller announcements, especially if you’re on a budget. However, these platforms typically offer limited reach, so pairing them with targeted journalist outreach increases your exposure.

Learn more about free distribution services here: The Best Free Press Release Distribution Services

Contacting Journalists Directly

Reaching out to journalists individually is a more targeted approach, allowing you to build lasting relationships and customize your message.

Pros

• Personal Connection: Direct contact can make your news stand out, showing journalists you’ve researched their interests.

• Better for Niche Audiences: Targeted outreach can be ideal for niche industries or regional news, where personalized pitches are more likely to be picked up.

Cons

• Time-Consuming: Researching and contacting journalists individually takes more time and effort.

• Less Immediate Reach: Unlike distribution services, this method won’t reach as large an audience instantly, which could delay the news spread.

Pro Tip: Using one or both of these methods strategically can help you effectively share your new partnership press release with the right audience and make a lasting impact.

Want to learn more about submitting a press release? Read our article: The Ultimate Press Release Submission Guide

Press Release Timing

Timing is crucial when sending your new partnership press release, as the right moment significantly enhances visibility and media pickup. By choosing the optimal day and time — often mid-morning on a Tuesday or Wednesday, when journalists are actively seeking new stories — you increase the chances of your release being noticed. 

Embargoed Press Releases

Using an embargoed press release

 is an option for strategic timing. An embargo allows you to share the release with journalists in advance, setting a specific date and time for publication. 

This approach gives media time to prepare coverage and can lead to a more coordinated and impactful release when it goes live.

Pro Tip: Avoid sending your announcement on Mondays and Fridays — inboxes are too full and journalists are less likely to engage before the weekend.

Get more info on press release timing here: A Quick Guide to Press Release Submission Timing

Key Takeaways

Crafting an impactful new partnership press release is all about bottling the excitement and promise of two or more brands coming together. Keep the message clear, genuine, and focused on the “why” of the partnership. 

Use powerful quotes that convey shared values and goals, and add a CTA that encourages readers to stay tuned or explore more. 

A well-crafted announcement will grab attention and make each partner shine, helping audiences feel as excited as you are about what’s next. Just remember to keep it concise, upbeat, and aligned with your brand’s voice. 

With these tips in mind, your press release will inspire, inform, and engage, setting the stage for a successful partnership rollout. 

If getting started still feels a bit helter-skelter, you can always get by with a little help from IR. Just book a free consultation with us, and we’ll help you share that new partnership excitement with the world!