Introduction: The Harsh Truth About Press Releases

Every day, journalists’ inboxes fill with hundreds of press releases—many of which never see the light of day. Despite best intentions, most are ignored, deleted, or buried under a pile of “breaking news” alerts.

Why? Because many companies write press releases that look like marketing copy instead of genuine news. They’re filled with buzzwords, lack focus, and fail to answer the simple question every editor asks: “Why should our readers care?”

The reality is that press releases aren’t advertisements. They’re a professional form of storytelling designed to deliver value to the media audience, not your brand directly.

So, how do you make journalists not only read—but use—your press release? Let’s explore, step by step.

1. Think Like a Journalist, Not a Marketer

The first rule of writing a press release that gets picked up is understanding your true audience: journalists, not consumers.

Your message should fit seamlessly into a journalist’s workflow. They need:

• A newsworthy angle,

• Facts and quotes they can use without rewriting everything,

• A clear story structure, and

• A reason why their readers will care.

Ask Yourself:

• Would this release fit naturally into a news site or industry magazine?

• Does it provide real information—not just self-promotion?

• Is it tied to a broader trend, event, or development?

When your release helps the journalist do their job, they’ll reward you with coverage.

2. Choose a Truly Newsworthy Topic

Not every announcement deserves a press release. The media’s job is to report news, not to amplify your marketing.

Examples of Newsworthy Announcements

• Product launches or major upgrades

• Company milestones (anniversaries, expansions, new partnerships)

• Research findings or survey results

• Executive appointments or leadership changes

• Corporate social responsibility initiatives

• Responses to public events or crises

Avoid issuing releases for internal updates or minor changes that don’t affect external audiences.

If you can’t explain in one sentence why the public should care, it’s not press release material.

3. Start With a Strong Hook

The headline and lead paragraph determine whether your release gets read.
Your headline must grab attention instantly while summarizing the key news.

Good Headlines:

• “GreenTech Unveils Solar Roof Tiles That Cut Costs by 40%”

• “New Study Finds Remote Workers Are 25% More Productive Than Office Employees”

Bad Headlines:

• “GreenTech Announces Revolutionary New Product”

• “Remote Work: The Way of the Future!”

A journalist scanning 100 emails a day will only open one that sounds like news, not marketing fluff.

Your lead paragraph should then answer the five W’s—Who, What, When, Where, Why—immediately.
No teasers. No filler. Just facts.

4. Write in the Inverted Pyramid Format

Journalists are trained to structure stories with the most important information first, then add details as the story continues. Your press release should follow this exact structure.

Structure:

1. Headline and Subheadline – The main story idea.

2. Lead Paragraph – The who, what, when, where, and why.

3. Supporting Paragraphs – Additional context, statistics, data.

4. Quotes – Human perspective and authority.

5. Background – Broader context and company boilerplate.

This structure ensures that even if a journalist only reads the first few sentences, they still get the full story.

5. Use Quotes Strategically

A quote is not just decoration—it adds human voice and authority. Journalists often lift quotes directly from releases for publication.

Best Practices for Quotes:

• Attribute quotes to senior or relevant figures (CEO, founder, head of research, etc.).

• Make them sound authentic and conversational.

• Avoid corporate jargon or canned phrases.

Example of a Great Quote:

“This partnership allows small businesses to compete with global retailers by giving them access to real-time logistics data,” said Lisa Turner, CEO of ShipSmart Technologies.

Avoid:

“We’re thrilled to announce this amazing partnership that will revolutionize our industry.”

That’s not a quote—it’s a sales pitch.

Your goal is to add color, perspective, and insight, not self-congratulation.

6. Provide Credible Data and Sources

Numbers speak louder than adjectives. Back up your claims with statistics, surveys, or independent research.

Example:

“According to a 2025 industry study, over 60% of consumers now prioritize sustainability when choosing home appliances.”

Adding verifiable facts builds credibility and gives journalists material they can cite without double-checking your math.

You can also include links to supporting reports, graphs, or downloadable infographics for more context.

7. Avoid Marketing Language

One of the biggest reasons journalists ignore press releases is because they sound like advertisements.

Avoid:

• Adjectives: amazing, incredible, game-changing

• Superlatives: best, fastest, most advanced

• Buzzwords: innovative, cutting-edge, disruptive

Replace them with specifics. Instead of saying:

“Our new software is the most advanced on the market.”

Say:

“Our software reduces average data processing time by 40%, helping analysts deliver reports twice as fast.”

Facts make your message believable—and publishable.

8. Add a Human Element

Even in B2B industries, people connect with stories.

If possible, include:

• A short customer success story

• A real-world use case

• A quote from someone affected by your news

For instance, if your company launches a new scholarship program, feature a student who benefited.

Example:

“This scholarship means I can finally attend university without worrying about tuition,” said Miguel Alvarez, a first-year engineering student supported by the XYZ Foundation.

That emotional angle turns your release from a corporate update into a story.

9. Keep It Concise and Readable

Journalists are busy. If your release is longer than one page, it’s too long.
Stick to 400–600 words total.

Readability Tips:

• Use short paragraphs (2–3 sentences each).

• Avoid long, complex sentences.

• Write in third person.

• Include subheadings to break up the text.

Your goal is clarity, not creativity. If your message is clear enough to copy and paste, you’ve succeeded.

10. Tailor the Release for Each Media Outlet

One-size-fits-all doesn’t work in PR. Customize your pitch and release distribution for each journalist or publication.

Steps to Tailoring:

• Research each outlet’s audience and tone.

• Reference their recent articles to show familiarity.

• Emphasize how your story fits their beat (e.g., technology, lifestyle, finance).

Example email introduction:

“Hi John, I noticed you recently covered the rise of AI in healthcare. Our new data report on AI-driven diagnostics might be relevant for your readers—press release attached.”

Personalization shows professionalism and improves your open rate dramatically.

11. Include Multimedia Elements

Modern journalism is visual. Adding images, videos, or infographics can significantly increase your chances of pickup—especially online.

Best Practices:

• Include links to downloadable, high-resolution assets (not bulky attachments).

• Use descriptive filenames and captions.

• Make sure all visuals are copyright-cleared and brand-consistent.

Example:

[Image link: “Product demonstration – XYZ_SolarTile.jpg”]

Pro Tip:

Embed a link to a media kit landing page with all assets, bios, and backgrounders. This makes your release journalist-friendly and easy to share.

12. Proofread and Fact-Check Everything

Even minor typos can undermine your professionalism. Before sending:

• Check spelling, grammar, and style.

• Verify all facts, names, and dates.

• Ensure quotes are accurate and approved by speakers.

• Double-check URLs and contact information.

It’s often worth having someone else—ideally someone outside your marketing team—review the release. Fresh eyes catch errors you miss.

13. Include a Clear Call-to-Action (CTA)

Even though press releases are not ads, they still benefit from a clear next step.

At the end, include a single sentence such as:

“To learn more or schedule an interview, contact Sarah Lee at press@xyztech.com.”

Make it effortless for journalists to reach you for follow-up.

14. Optimize for Digital Visibility

While your main audience is journalists, digital distribution also benefits SEO.

Optimization Tips:

• Use relevant keywords naturally throughout the release.

• Include anchor text links to your website or product pages.

• Add a multimedia element (image, video, infographic).

• Distribute through reputable wire services (e.g., PR Newswire, Business Wire).

This increases your online visibility even if traditional outlets don’t pick up your story.

15. Follow Up Professionally

After sending your release, wait at least 24–48 hours before following up. When you do:

• Be polite and concise.

• Reference the release title and date.

• Offer additional info, visuals, or expert commentary.

Example Follow-Up Email:

Hi Jane,
I wanted to check if you saw our recent release on sustainable packaging innovations. I thought it might fit your upcoming piece on eco-friendly materials. Happy to share additional quotes or data if helpful.
Best,
David

Never pressure or guilt journalists—they owe you nothing. The goal is relationship-building, not transactional outreach.

16. Real-World Example of a Press Release That Got Coverage

Headline: “EcoHome Launches 100% Compostable Packaging Line to Eliminate Plastic Waste”
Why It Worked:

• The headline was specific and relevant to sustainability trends.

• The release included clear data (reduces waste by 80%).

• Quotes added emotional and factual depth.

• Distribution targeted environmental and retail media outlets.

The result? Over 40 publications picked it up within 72 hours.

17. Common Mistakes to Avoid

1. Writing like a sales brochure.

2. Using too many adjectives or exclamation points.

3. Sending releases without proofreading.

4. Overloading with attachments.

5. Failing to personalize pitches.

6. Ignoring media deadlines.

7. Forgetting contact information.

Every mistake reduces your chance of coverage—and weakens your credibility.

18. Measuring Whether It Worked

After distribution, track results using tools like Google Analytics, Muck Rack, or PR software.
Key metrics include:

• Media pickups or mentions

• Website traffic from release links

• Backlink acquisition

• Social shares or engagement

• SEO improvements

Data tells you which types of stories resonate most with journalists and audiences.

Conclusion: The Art of Being Useful to the Media

Writing a press release journalists actually use requires discipline, empathy, and respect for their time.
The best press releases don’t shout—they inform. They don’t promote—they report.

When you write like a journalist, provide credible facts, and deliver value, your press release stops being an interruption and starts being a contribution to the news cycle.

In the end, that’s what makes it truly “press-worthy.”