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How to Write a Press Release That Gets Noticed
Writing a press release can feel like a shot in the dark. You spend hours crafting the perfect message, send it off to a list of journalists, and then... silence. It's a common frustration for many marketing and communications professionals. The reality is that journalists are inundated with hundreds of emails every day, and most press releases end up in the trash folder without ever being read. (New Muck Rack survey: 3% of journalists say they rely heavily on press releases sent via newswires, 2018)
So, how do you make sure your announcement stands out? It’s not about luck; it’s about strategy. A successful press release is one that is newsworthy, well-structured, and written with the journalist's needs in mind. (Why You Need Press Release Writers? What You Need to Know, 2023) It provides all the necessary information in a clear, concise format, making it easy for them to see the story and write about it. (Writing a press release, n.d.)
This guide will walk you through everything you need to know to write a press release that captures attention and earns media coverage. From structuring your content to avoiding common pitfalls, you'll learn how to craft an announcement journalists will want to read.
What Makes a Story Newsworthy?
Before you start writing, ask yourself one critical question: Is this actually news? A press release is not a sales pitch or an advertisement. It's a tool for communicating something of genuine interest to a media outlet's audience. If your announcement doesn't have a strong news angle, it’s unlikely to get picked up.
So, what do journalists consider newsworthy?
Key Elements of Newsworthiness
- Timeliness: Is the announcement happening now, or is it related to a current event or trend? News is, by its nature, new.
- Impact: How many people does your news affect? An event affecting a large community or industry has a greater chance of being covered.
- Proximity: Is your story relevant to the local community of the news outlet? Local news outlets are always looking for stories that affect their readers directly.
- Prominence: Does your announcement involve a well-known person, company, or institution? A familiar name can add weight to your story.
- Human Interest: Does your story evoke emotion? Narratives that are inspiring, unusual, or relatable often make for compelling features.
If your announcement doesn't tick at least one of these boxes, consider whether a press release is the right tool. Sometimes, a blog post, social media update, or email newsletter is a better channel.
The Anatomy of an Effective Press Release
Once you have a newsworthy story, the next step is to structure it correctly. A standard press release format makes it easy for journalists to scan for key information quickly. (Press release, n.d.) Deviating from this structure can signal that you are unprofessional or don't understand how the media works. (The Details Needed in a Professional Press Release, 2023)
Headline: Your First and Only Impression
The headline is the most important part of your press release. (Papacharissi & Zizi, n.d.) It needs to be clear, compelling, and concise—ideally under 100 characters. (Wylie & Ann, 2022) It should summarize the most important part of your announcement and give the journalist a reason to keep reading.
Good Example: Tech Innovator "FutureGadget" Launches AI-Powered Smart Home Hub
Bad Example: FutureGadget Is Excited to Announce a Revolutionary New Product
Dateline and Introduction: The Five Ws
The press release should begin with a dateline, which includes the city and state where the news is originating and the date of release. After the dateline, the first paragraph should immediately answer the five Ws: Who, What, When, Where, and Why.
- Who: Who is making the announcement?
- What: What is the news?
- When: When is this happening?
- Where: Where is this taking place?
- Why: Why is this important or newsworthy?
This introductory paragraph should be a self-contained summary of the announcement. A busy journalist should be able to get all the essential information just from reading this section.
Body Paragraphs: Add Detail and Context
The body of the press release is where you can expand on the information from the introduction. Use these paragraphs to provide more detail, context, and background. This is the perfect place to include quotes from key individuals, such as your CEO, a project lead, or a satisfied customer.
Quotes should sound authentic and add a human element to the story. Avoid jargon-filled corporate speak. Instead, have your spokesperson offer insight or a perspective that adds value to the announcement.
Boilerplate: Your Company's Elevator Pitch
The boilerplate is a short, standardized paragraph at the end of the press release that provides a brief overview of your company. Think of it as your organization’s "About Us" section. It should explain what your company does, who it serves, and what makes it unique. This helps the journalist understand your organization's context without extra research.dia Contact Information.
At the end of the press release, include the name, title, email address, and phone number of the person in your organization who can answer questions from the media. Make sure this person is prepared to respond to inquiries promptly.
To signal the end of the press release, it's a standard convention to place three hash symbols (###) centered on a new line after the boilerplate or media contact information. (Guidelines for Press Releases, n.d.)
Tips for Writing a Press Release That Stands Out
Following the right format is crucial, but it’s not enough. To capture a journalist's attention, your writing needs to be sharp and professional.
1. Write Like a Journalist
Adopt a journalistic writing style. Write in the third person, use a neutral and objective tone, and stick to the facts. Avoid overly promotional language, exclamation points, and subjective claims like "we are the best." Present the information clearly and let the journalist decide if it's a story worth telling.ep It Concise
Journalists are short on time. Your press release should be no more than one page, typically between 400 and 500 words. (400 Word Sweet Spot: The Ideal Press Release Length, 2025) Get straight to the point and avoid unnecessary fluff. Every sentence should serve a purpose.
3. Include a Compelling Quote
A good quote can bring your press release to life. Instead of a generic statement like, "We are excited about this launch," provide a quote that offers unique insight or a strong opinion. For example: "This new technology will fundamentally change how small businesses manage their inventory, saving them thousands of dollars annually."
4. Proofread Meticulously
Typos and grammatical errors can make you look unprofessional and damage your credibility. Before sending your press release, proofread it multiple times. Read it aloud to catch awkward phrasing, and consider having a colleague review it.
Where to Go From Here
Writing an effective press release blends strategic thinking with clear, concise communication. By ensuring your story is genuinely newsworthy and presenting it in a professional, easy-to-digest format, you increase your chances of earning media coverage. Building relationships with journalists is just as important as writing a great press release. Personalize your pitches, understand their beats, and become a trusted source of valuable information.
With these guidelines, you're now equipped to craft announcements that not only get read but also get published.