A press release can be a powerful way to gain media attention, boost brand visibility, and share important company news. But with thousands of press releases distributed every day, only a fraction get picked up by journalists or news outlets. So, what separates an ignored press release from one that goes viral?
In this article, we’ll break down how to make your press release stand out and get noticed by editors and journalists. Plus, we’ll show you how Writing The Perfect Press Release starts with understanding what truly makes content valuable to the media.
1. Understand What Makes a Story Newsworthy
Before you write a single sentence, ask yourself: Why would anyone care?
Journalists look for stories that are timely, relevant, and interesting to their readers. Here are a few traits that make a press release newsworthy:
- Timeliness: Is the story recent or tied to current events?
- Impact: Does it affect a large number of people?
- Novelty: Is it new, innovative, or unusual?
- Relevance: Is it relevant to a specific audience or industry?
- Human Interest: Does it evoke emotion or tell a compelling story?
If your announcement doesn’t tick at least one of these boxes, it may not be press release material yet. In that case, you may need to refine your angle.
2. Focus on a Strong News Hook
The “hook” is your unique angle—the reason the media should care now.
Here are some examples of strong news hooks:
- Launching a revolutionary product
- Breaking into a new market
- Announcing a high-profile partnership
- Hosting a major event or fundraiser
- Winning an industry award
When Writing The Perfect Press Release, your hook should be clear in the headline and first paragraph. Don’t bury the lead—highlight your strongest news point immediately.
3. Write a Compelling Headline
Your headline is the first thing editors will see—and often the only thing they’ll read before deciding to open or ignore your email.
To make it effective:
- Keep it concise (under 70 characters)
- Use active voice
- Include a keyword or key phrase
- Focus on the benefit or news angle
Example:
“[Your Company] Launches AI-Powered Platform to Revolutionize Online Shopping”
This headline is specific, timely, and suggests an industry impact.
4. Structure Like a News Article
A press release should mimic the style of a news article. Stick to the inverted pyramid structure—most important information at the top, supporting details below.
Key components of the structure:
- Headline
- Dateline (City, Date)
- Lead Paragraph (Who, What, When, Where, Why, How)
- Supporting Paragraphs (Details, Quotes, Stats)
- Boilerplate (About the Company)
- Media Contact Info
Remember: Writing The Perfect Press Release means thinking like a journalist—get to the point and don’t use unnecessary fluff.
5. Include a Strong Quote
Quotes add credibility, personality, and a human touch to your release. A good quote from a CEO, manager, or stakeholder can help frame the announcement and give context.
Avoid generic phrases like:
“We are excited to announce…”
Instead, opt for something more insightful or specific:
“This launch represents a major step toward making AI tools more accessible to small businesses,” said Jane Doe, CEO of [Company Name].
Use only one or two quotes to support the story without overloading it.
6. Tailor It to the Right Audience
Not every press release is for every journalist. If you’re announcing a local store opening, focus on local media. If you’re launching a tech product, target tech reporters and publications.
Segment your distribution list based on:
- Industry
- Region
- Reporter beat (what they typically cover)
- Publication size and type
Personalize your pitch when possible. A tailored press release has a much higher chance of being read and published.
7. Add Visual Assets
Press releases with visuals are more likely to be noticed. Including high-quality photos, product images, videos, or infographics can make your story more appealing.
Many journalists appreciate press kits that include:
- Logos
- Executive headshots
- Product photos
- Demo videos
- Downloadable documents
Make it easy for the media to visualize and report your story.
8. Keep It Concise and Professional
Journalists are busy. A newsworthy press release is usually one page (300–500 words) and rarely exceeds two. Use short paragraphs, avoid jargon, and stick to the facts.
Best practices for tone and formatting:
- Use third person
- Avoid promotional language or exaggerated claims
- Use proper grammar and AP-style formatting
- Proofread carefully
Writing The Perfect Press Release means maintaining credibility and professionalism from start to finish.
9. End with a Strong Boilerplate
The boilerplate is your company’s “about” section at the end of the release. It gives context about your brand and its mission, without being overly promotional.
A good boilerplate includes:
- Company name
- Mission or value proposition
- Key achievements
- Website URL
This is especially important for editors unfamiliar with your organization.
10. Distribute Strategically
Even the best-written press release won’t get coverage if it’s not distributed properly. Use a combination of the following:
- Press release distribution services
- Direct email outreach to journalists
- Posting on your company website or newsroom
- Sharing across social media channels
- Submitting to industry-specific blogs or publications
Timing matters too. Send press releases early in the week (Tuesday–Thursday), preferably in the morning.
Final Thoughts
Creating a newsworthy press release isn’t just about writing—it’s about knowing your audience, telling a compelling story, and packaging it in a way that resonates with the media. By following these steps, you’ll increase your chances of getting noticed and published. And remember, Writing The Perfect Press Release takes time, clarity, and a deep understanding of what the media looks for in a great story. Whether you’re launching a new product, hosting an event, or sharing a company milestone, make sure your press release is relevant, sharp, and newsworthy.
