Partnership announcements are the most common press release type and the one most often wasted. Two companies agree something, both marketing teams write a version, and what publishes says almost nothing a reader can use. This guide covers what a partnership announcement needs, how to handle the approval process between two companies, and what to do when the deal terms are confidential.
First: is the partnership news?
Not every agreement is worth announcing. A partnership is news when a reader can see what changes as a result.
| Worth announcing | Usually not |
|---|---|
| A named counterparty a reader recognises | An unnamed “leading provider” |
| Something changes for customers — a capability, a price, a coverage area | Two companies agree to explore working together |
| A contract with a value or a volume attached | A reseller agreement identical to twenty others |
| Integration between two products people use | A logo swap on each other’s website |
An MoU or a letter of intent is generally not news. It is an agreement to possibly do something later, and readers have learned to discount it.
The structure
Same seven parts as any release, with three differences specific to partnerships:
- Both companies named in the headline, in the order agreed. Whoever is announcing usually goes first.
- Two quotes, one from each side, from people of roughly equivalent seniority.
- Two boilerplates, in the same order as the headline.
A worked example
FOR IMMEDIATE RELEASE Verano Foods Partners With Coastal Rail to Cut Delivery Emissions Agreement moves 60% of the company’s long-haul freight from road to rail VALENCIA, Spain — 8 May 2026 — Verano Foods has signed a three-year agreement with Coastal Rail to move approximately 60% of its long-haul freight from road to rail, beginning July 2026. The shift covers routes between Verano’s Valencia processing site and distribution centres in Madrid, Bilbao and Lisbon. The company estimates the change will reduce freight emissions on those routes by around 4,200 tonnes of CO2 equivalent annually, and expects transit times to increase by an average of six hours per shipment. “Rail is slower and we had to redesign our ordering windows around that,” said Carmen Lopez, Supply Chain Director at Verano Foods. “It only worked once we accepted the schedule change rather than trying to engineer around it.” “Food is the hardest freight category to move to rail because of the timing,” said Tomas Ferreira, Commercial Director at Coastal Rail. “Verano was willing to change how they order, which is what made it possible.” About Verano Foods Verano Foods processes and distributes preserved vegetables and pulses across southern Europe. Founded in 1987 and headquartered in Valencia, the company operates two processing sites and employs 430 people. About Coastal Rail Coastal Rail operates freight services across the Iberian peninsula. Established in 2004 and based in Barcelona, the company runs 40 scheduled freight routes and employs 1,100 people. Media Contact Diego Marchetti Press Office, Verano Foods diego.marchetti@example.com +34 96 496 0121 ###
Why it works: the percentage, the routes, the tonnage and the start date are all checkable. Both quotes say something — and crucially, the release names the trade-off (transit times increase by six hours). Admitting the cost makes the benefit believable.
The approval problem
Every partnership release goes through two companies, and this is where good drafts die. Each round of review adds a hedge, and after four rounds you have a document that says a partnership exists and nothing else.
What keeps it intact:
- Agree who drafts before anyone writes. One company drafts, the other reviews. Two parallel drafts merged later is the worst outcome.
- Agree the publication date first, in writing. A deadline stops open-ended review cycles.
- Send both boilerplates for approval separately. Each company owns its own description and should not be editing the other’s.
- Cap the rounds. Two rounds of comments, then publish. Say so at the start.
- Protect the numbers. If a specific figure gets removed, ask what could replace it. A release with no numbers is not worth publishing.
When the terms are confidential
Often you cannot disclose the contract value, duration or volumes. That does not have to leave you with nothing.
What you can usually still say:
- What changes for customers — a new capability, a new region, a faster process
- Scope without value — “covers four distribution centres”, “applies across three markets”
- Timing — when it starts, when the first phase completes
- A relative figure — “roughly 60% of long-haul freight” discloses no contract value
If genuinely none of that can be said, the honest conclusion is that this is not an announcement yet. Wait until something is public.
Frequently asked questions
Which company should announce a partnership?
Usually the one for which it is the bigger story, which is often the smaller company. Both can publish their own version on their own channels, but one should own the primary release and the media contact so journalists know who to call.
Do you need a quote from both partners?
Yes, one each, from people of roughly equivalent seniority. A release quoting only one side reads as though the other is a minor participant. Two quotes also give a journalist a choice, which increases the chance one gets used.
Can you announce a partnership without disclosing the value?
Yes, and most partnerships are announced that way. Describe the scope, the timing and what changes for customers instead. Relative figures such as “around 60% of long-haul freight” convey scale without disclosing contract terms.
Is a memorandum of understanding worth announcing?
Rarely. An MoU is an agreement to possibly do something later, and readers discount it accordingly. Wait until something has actually started — a signed contract, a live integration, a first shipment — and announce that instead.
How do you stop a partnership release being watered down?
Agree before drafting who writes it, what the publication date is, and how many rounds of review there will be. Two rounds then publish. Each company approves only its own boilerplate and quote, and every removed number should be replaced rather than simply deleted.
Next
For the underlying format see how to write a press release, and press release examples for five more announcement types. When both sides have signed off, submit the release or see the plans.
