How to Write a Press Release That Gets Noticed

At its core, a press release is about crafting a newsworthy story, formatting it cleanly, and getting it into the hands of the right media contacts. The trick is to stop thinking like a marketer and start thinking like a journalist—focus on what's genuinely valuable and impactful, not just on self-promotion.

Why Press Releases Still Matter in Modern PR

Before we jump into the "how-to," let's talk about why this is even worth your time. Press releases can feel a bit old-school, but a well-executed one is a seriously powerful tool for shaping your brand’s narrative and cutting through the noise. It’s the official source of truth that journalists, bloggers, and influencers can actually rely on.

Think of it this way: social media gives you immediacy, but a press release gives you credibility. It's your shot at controlling the story right from the start, making sure the facts are straight and the message is consistent everywhere it appears. That kind of control is a non-negotiable part of any solid https://naturalwrite.com/blog/digital-marketing-content-strategy, as it builds trust and helps you steer public perception.

The True Value of a Press Release

The real magic of a press release is its ability to spark awareness and land you media coverage. One recent study really drove this home, showing that 68% of businesses saw a jump in brand or product visibility after sending one out.

But let's be realistic. The same study found that only 8% directly pulled in new clients. This tells us its primary strength is in building awareness, not driving direct sales.

To really get it, you have to understand earned media value. When your story gets picked up by a major publication, it provides a level of third-party validation that no amount of paid advertising can buy. It's authentic, and people trust it.

A press release is more than an announcement; it's a strategic asset. It’s the foundational document that can lead to articles, interviews, and online discussions, giving your brand a voice in the conversations that matter.

In short, a great press release gets a few key things done:

• Builds Credibility: It positions your company as a reliable source of information in your industry.
• Boosts SEO: Media pickups generate high-quality backlinks, which is gold for your website's search rankings.
• Shapes Your Narrative: It lets you frame your news exactly how you want it to be seen.
• Strengthens Media Relations: You're handing journalists well-structured, newsworthy content on a silver platter. It makes their job easier, and they'll remember that.

Building Your Story: The Anatomy of a Press Release

A great press release isn't just a wall of text. It's a carefully assembled story, built to be understood in seconds by a busy journalist. Every single piece has a job to do, from the headline that grabs attention to the boilerplate that provides context.

Getting this structure right is the first step toward writing something that actually gets noticed.

This visual breaks down the entire flow, from that all-important headline all the way down to your contact info.

You can see how it all starts with the most critical, must-know information right at the top, then flows into the supporting details. Let's break down each component.

The Anatomy of an Effective Press Release

Every press release follows a fairly standard format. Think of it as a blueprint. Journalists are trained to scan this structure for specific information, so sticking to the convention helps them find what they need, fast. Deviating from it can get your announcement tossed in the trash.

Here’s a look at each part, what it’s for, and how to get it right.

Following this roadmap ensures your announcement is professional, easy to navigate, and gives journalists exactly what they're looking for.

The Irresistible Headline

Let's be blunt: your headline is everything. I'm not exaggerating when I say 90% of journalists will decide whether to even open your email based on the subject line, which is usually your headline. It needs to be sharp, clear, and instantly communicate the most newsworthy part of your announcement.

Forget vague, promotional fluff. Focus on action and impact.

• Bad: "InnovateTech Launches New Software Solution" (So what?)
• Good: "InnovateTech's New AI Software Cuts Manufacturing Waste by 30%" (Now I'm interested.)

See the difference? The second one is specific, uses a hard number, and highlights a real-world benefit. It tells a whole story on its own.

The Lede: Your Opening Hook

Right after the headline, you’ll add your dateline (City, State – Month Day, Year –) followed by your introductory paragraph. We call this the lede, and its job is to summarize the entire story in one or two sentences. It's the classic "inverted pyramid" approach—all the mission-critical information goes right at the top.

Your lede must quickly answer the five Ws:

• Who is this about?
• What is the actual news?
• When is it happening?
• Where is it taking place?
• Why should anyone care?

Here’s a quick example: "CHICAGO, IL – October 26, 2024 – Local startup BrewBike (who) today announced the launch of its solar-powered mobile coffee cart fleet (what), which will begin serving downtown commuters next Monday (when) at Union Station (where) to provide an eco-friendly caffeine option for the city (why)."

Structuring the Body of Your Story

The next few paragraphs are where you get to flesh out the details you introduced in the lede. This is your chance to provide more context, supporting data, and background to build out the story. Just remember to keep your paragraphs short. Big walls of text are intimidating and get skipped.

A pro move is to drop in a compelling quote in the second or third paragraph. Getting a quote from your CEO, a project lead, or an industry expert adds a much-needed human element. More importantly, it gives a journalist a perfectly packaged soundbite they can lift directly for their article.

"A well-placed quote should add personality and perspective, not just repeat information already stated in the body. It’s your chance to convey the passion or strategic vision behind the news."

After the quote, you can add another paragraph with more stats or background that reinforces why this announcement matters. But always remember the rule: most important info at the top.

The Boilerplate and Contact Info

We're almost at the finish line. The last two pieces are your boilerplate and media contact details.

The boilerplate is just a short, standardized "About Us" paragraph that gives a high-level overview of your company. It tells a journalist who you are and what you do without them having to go Google it.

Finally, and this is crucial, always include clear contact information. A name, email, and direct phone number make it incredibly easy for a reporter to follow up with questions. It shows you're professional and ready to collaborate. Don't make them hunt for it.

Mastering the Press Release Format and Tone

Even the most incredible story will land in the trash if it looks unprofessional. I can't stress this enough.

Getting the standard press release format and tone right isn’t just about following rules—it’s about signaling to journalists that you respect their time and understand how their world works. A clean, familiar structure makes their job a whole lot easier, and that instantly boosts your credibility.

Think of the format as the professional handshake before you start talking. It needs to be clean, scannable, and brief. Ideally, a press release should never go over one page, which is roughly 400-500 words. Anything longer just tells a busy editor you don't know how to get to the point.

Adopting a Journalistic Tone

Here’s the biggest mistake I see people make: they write a press release like it's a marketing ad. Words like "exciting," "groundbreaking," or "world-class" are dead giveaways and immediate red flags for any journalist.

Your goal is to be objective, factual, and informative. Not promotional.

You need to write in the third person, as if you're a reporter covering the story yourself. It’s a subtle but crucial shift.

• Instead of this: "We are thrilled to launch our new app."
• Do this: "Tech Forward Inc. today announced the launch of its new app."

See the difference? That objective stance builds trust and makes it simple for a journalist to lift sentences directly for their own article. Maintaining this professional voice is everything, and it helps to understand the nuances of what is tone in writing to get that balance just right.

Key Formatting Guidelines

Beyond the tone, a few specific formatting details scream "I know what I'm doing." These little touches show you understand the industry conventions.

• Font Choice: Just stick to the classics. Times New Roman or Arial in 11 or 12-point size is perfect. No need to get creative here.
• Spacing: Use single spacing within your paragraphs, but put a double space (a blank line) between them. It’s all about readability.
• Justification: Always left-justify your text. Avoid the "full justification" setting that magazines use, as it can create weird, distracting gaps between words.

These standards aren't just for show; they’re designed to make the text as clear and easy to read as possible, no matter the device.

A press release is a tool for communication, not a creative writing exercise. Its value comes from presenting clear, verifiable information in a universally accepted format that journalists can process quickly.

The public relations industry is set to grow to over $133 billion by 2027, a jump driven by the need for clear brand communication. Yet, nearly 70% of PR pros say they struggle to create content that actually gets noticed, which shows just how vital these foundational skills are.

Structuring the Final Sections

To wrap things up properly, your release needs two final, critical components: the boilerplate and your media contact info.

A boilerplate is just your company's "About Us" blurb, boiled down to two or three tight sentences. It gives essential context to journalists who might not know who you are. Keep it factual and use the same one on every release.

Finally, always, always include a Media Contact section. Give the name, email, and direct phone number for the person who can answer questions. Making it effortless for a reporter to follow up can be the one thing that gets you coverage.

Give Your Story Life with Multimedia

In today's media world, a wall of text is a dead end. Journalists, editors, and readers are all visual people, and a press release that lands in their inbox without images or video is a massive missed opportunity. In fact, a press release that includes images gets way more views than a text-only version. It's not just an enhancement—it's a necessity.

Adding a few high-resolution photos, a sharp infographic, or a quick video clip can transform your announcement from a dry document into a full story package. You're not just sending information; you're making a journalist's job easier by handing them ready-to-use assets for their article.

Choose Media That Tells the Story

The multimedia you include should directly support the story you're telling. The goal is to enrich the narrative, not just decorate the page. When you're thoughtful about your visuals, they add genuine value and make your message stick.

For example, a product launch is the perfect time for glossy product photos and a quick demo video. Announcing a new executive? A professional headshot is non-negotiable.

Here’s a quick guide to get you started:

• Product Launch: Use high-res product shots from multiple angles, lifestyle photos of the product in action, and a short video (under 60 seconds) that shows off its best features.
• New Executive Hire: A professional, high-quality headshot is a must. It puts a human face to the name and instantly builds credibility.
• Company Milestone or Data Report: An infographic is your best friend here. It can turn complex data into a simple, shareable visual that makes your key findings pop.
• Event Announcement: Share photos from past events to capture the atmosphere, include the event logo, and maybe even a short highlight reel.

A single powerful image can communicate the core of your message faster than three paragraphs of text. Choose visuals that tell a story on their own, reinforcing the most important parts of your announcement.

How to Do It Right: Practical Tips

Once you've picked your visuals, embedding them correctly is what separates the pros from the amateurs. Don't just attach files and hope for the best; make them an integrated part of the release.

Always use high-resolution images (at least 300 DPI) and triple-check that you have the rights to use them. For videos, the best practice is to upload them to a platform like YouTube or Vimeo and just include the direct link. This saves you from sending huge files that clog up an inbox. It’s an approach that also works well with many content repurposing strategies, where one core asset can be used across multiple channels.

Finally, don't forget the captions. A good caption provides context and identifies anyone in the photo. Something like, "CEO Jane Doe demonstrates the new 'SmartWidget' at the product launch event in New York City," gives a journalist everything they need to use your media accurately and without any follow-up questions.

Getting Your Press Release to the Right People

So you’ve crafted a brilliant, newsworthy story. The formatting is perfect, and your tone is spot-on. Now for the make-or-break moment: distribution.

A fantastic press release that no one sees is just a well-written document on your hard drive. Getting it to the right people is what turns it into actual media coverage.

Let’s be clear: the old "spray and pray" method of blasting your release to a generic list of hundreds of emails is dead. Success today is all about precision. You need to connect with the specific journalists, bloggers, and influencers who actually cover your industry and will find your story genuinely interesting.

Wire Services vs. Direct Outreach

One of the first calls you'll have to make is whether to use a distribution service (often called a wire service) or build your own media list and do the outreach yourself. Each has its place, and the right choice really depends on your goals and budget.

• Wire Services (like PR Newswire or Business Wire): Think of these as a broadcast system. They send your release to a massive network of news outlets, websites, and databases.
  • The upside? Wide reach, a shot at getting syndicated on major news sites, and a good way to land in systems like Google News.
  • The downside? It can be expensive, and it often feels impersonal. Your release is just one of many flooding their system, which makes it tough to stand out.
• Direct Outreach: This is the manual, hands-on approach. You research and build a curated list of media contacts, then pitch them directly.
  • The upside? It’s highly personalized, helps you build real relationships with journalists, and is much more cost-effective.
  • The downside? It’s time-consuming. Doing it well requires some serious research.

For most small businesses and startups, a hybrid approach works best. Use an affordable wire service for broad exposure and SEO juice, but focus your real energy on direct outreach to a "dream list" of 10-15 key media contacts.

Crafting a Pitch That Actually Gets Opened

Journalists get dozens—if not hundreds—of pitches every single day. Yours has to cut through the noise in a crowded inbox.

The secret is a short, personalized email that gets straight to the point and respects their time. Forget stuffy, formal introductions; show them you’ve actually done your homework.

A great pitch isn't about you; it's about the journalist's audience. Clearly and concisely explain why your story is a perfect fit for their readers, viewers, or listeners. This simple shift in perspective can make all the difference.

To give your story an even better chance of taking off, understanding how to create viral content can offer some valuable insights into what makes a story shareable.

Measuring Your Distribution Success

The game has moved almost entirely online. In fact, by 2023, a staggering 90% of all press releases were distributed to digital media outlets. This shift has completely changed how we measure success.

Today, 72% of marketers consider the number of media placements their top metric. It’s no longer about just sending it out; it’s about seeing where it lands. This is followed closely by tracking online mentions and audience reach. The trend is clear: it’s all about precision and getting measurable results.

Ultimately, successful distribution isn't about volume—it's about relevance. Taking the time to build a targeted list and personalize your approach is the single best investment you can make in turning your press release into a genuine media win.

Your Press Release Questions, Answered

Even with the best template in hand, you’re bound to run into a few real-world questions. Getting your announcement in front of the right people often comes down to navigating the unwritten rules of media outreach.

Let’s tackle some of the most common hurdles people face.

What’s the Best Day and Time to Send a Press Release?

Timing is everything. While there’s no single magic hour that guarantees a feature, decades of PR experience have taught us a few things.

Tuesdays, Wednesdays, and Thursdays are almost always your best bet. Mondays are a mess of weekend catch-up, and by Friday, most journalists are already winding down.

Try to send your release between 9 AM and 11 AM in the recipient's local time zone. That’s usually when reporters are settling in, sipping their coffee, and planning out what stories they’ll cover for the day.

How Do I Know if My Announcement Is Actually Newsworthy?

This is the single most important question you can ask yourself. If your announcement isn't genuinely newsworthy, all the formatting tricks in the world won't help. A great story usually has at least one of these ingredients: timeliness, relevance, impact, or a compelling human-interest angle.

Before you even start writing, gut-check your idea:

• Is this actually new? A minor website update isn't news. A complete rebrand with a new company mission? That's news.
• Does this affect a lot of people? A new feature for five beta testers isn't news. A new service that’s now available to an entire city definitely is.
• Is there a surprising or unique angle? A standard new hire announcement is rarely news. Hiring a top executive away from your biggest competitor? Now you’ve got a story.

If your announcement feels more like a company update, it probably belongs on your blog or social media, not in a reporter’s inbox.

Your story has to offer real value to a journalist's audience. If it reads like an advertisement or an internal memo, it fails the newsworthiness test every single time.

Should I Follow up with a Journalist?

Yes, but do it carefully. A single, polite follow-up can be the gentle nudge a busy reporter needs to take a second look. Just make sure you wait at least 24 hours after sending the first email.

Keep your follow-up short and sweet. Reiterate your story's main hook in one sentence and ask if they need anything else from you. Whatever you do, don't be pushy. No one likes repeated calls or a chain of follow-up emails. A light, professional touch shows you're confident and that you respect their time.

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