Press release templates
Crisis statement press release template and example
A free, copy-and-paste crisis statement press release template, with headline formulas, a checklist of what to include and who to send it to.
When to use a crisis statement press release
Use a crisis statement when something has gone wrong, such as an outage, data breach, recall, accident or allegation. Speed, honesty and a clear next step matter more than polish.
Free crisis statement press release template
Copy the template, replace everything in square brackets, and cut anything that does not apply.
STATEMENT FROM [ORGANISATION] REGARDING [INCIDENT] [CITY], [Date, time] — [What happened, stated plainly, as far as is known at this time.] [Who is affected, and what they should do now.] [What the organisation is doing: actions taken, investigations, cooperation with authorities.] "[Quote from a senior leader that takes responsibility and shows empathy]," said [Name], [Title]. We will provide our next update by [time/date]. Updates will be posted at [URL]. Affected customers: [contact route] Media enquiries: [Name] | [Email] | [Phone] ###
Headline formulas
Statement from [Organisation] regarding [incident][Organisation] update on [incident], [date]
What to include
- What happened, as far as you know
- Who is affected and what they should do
- What you are doing about it
- When the next update will come
- A contact for media and one for affected people
Tips before you send
- Do not speculate. Say what you know, what you do not, and when you will update.
- Prepare a holding statement template before you need it.
A release is not a pitch
Journalists rarely open a release sent to a mass list. Send a short personal email to each reporter, with the news in the first line and the release pasted below it. The InsightFuse PR agent writes those personal pitches for you and sends them one by one from your own inbox.
Who to send a crisis statement press release to
These are the journalists most likely to cover this kind of announcement. Browse by beat and country, then build your list in the app.
More press release templates
Frequently asked questions
What should a crisis press release include?
What happened, who is affected and what they should do, what you are doing about it, a quote that shows responsibility, and when the next update will come.
How quickly should a crisis statement go out?
Within the first hour or two for a holding statement, followed by regular updates as facts are confirmed.
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