How to Make Your Press Release Press-Worthy
How Do I Write a Press Release That Gets Picked Up?
A press release works best when it reads like an objective news story rather than a sales pitch. To improve your chances of getting published, steer clear of promotional language, avoid hiding important details, and avoid targeting the wrong contacts. Here’s a brief guide on how to structure, write, and pitch a press release to attract editorial attention.
What Makes an Announcement "Newsworthy"?
When writing a headline, consider an editor's perspective: Would someone without a connection to your company find it engaging? Journalists receive many pitches daily, so it's essential to avoid internal-sounding content.
Focus on strong news hooks, such as:
Product launches or service additions that meet consumer needs.
New location openings, mergers, or key funding milestones.
Notable leadership hires, partnerships, or industry awards.
Original research, survey results, or unique data.
Timely responses to trends or news events.
If your update doesn’t fit these categories, it may be better as an internal announcement or a social media post.
The Elements of an Effective Press Release
1. Headline
Create a clear title under 12 words that resembles a news headline and avoids buzzwords and exclamations.
2. Dateline
Start the first paragraph with the geographic origin and date (e.g., "TEQUESTA, FL — August 1, 2026 —") for context.
3. Lead Paragraph
In two sentences, clearly answer the who, what, when, where, and why to allow for quick understanding.
4. Body Paragraphs
Use the "inverted pyramid" structure, including:
A meaningful quote from a key figure.
Supporting data or context that enhances credibility.
Essential details like launch dates and pricing.
5. Boilerplate
End with a 3- to 4-sentence description of your company, its mission, and how to find more information.
6. Media Contact Info
Include a direct contact name, email, and phone number for easy follow-up by journalists.
Non-Negotiable Formatting Rules
Keep the text to 400–500 words for clarity and engagement, avoiding a lengthy, corporate-brochure style.
Use third-person past or present tense, using phrases like "launches" or "introduced," and avoid future tense, such as "will launch."
Eliminate jargon and superlatives such as "revolutionary" or "best-in-class," as they can deter editors.
Focus on one topic, avoiding multiple unrelated updates in a single document.
End with "###" or "-30-" centered at the bottom to indicate the end of the release.
Distribution: Getting Your Story Heard
Creating a press release is just the first step; effective distribution is key for publication.
Direct pitching: Identify 15-30 journalists and editors in your niche. Send personalized, concise emails that include the press release text. This builds relationships and improves response rates.
Wire services: While distribution services can enhance visibility, they should complement, not replace, direct connections with reporters. This combined approach boosts your chances of media coverage.
Mistakes That Hurt Your Coverage
Not highlighting your news: Make sure your main story is clear and prominent.
Not targeting the right outlets: Use a curated media list to reach your appropriate audience.
Not including strong quotes: Provide impactful quotes that reporters can use.
Not using visuals: Use high-quality images to attract attention.
Not following up: A follow-up email can boost your response rate.
A press release is most effective when it comes across as genuine news, is organized in a way that is easy for journalists, and is sent to the right reporters who cover content in your area.
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