How to Send a Press Release That Gets Noticed

Sending a press release is a multi-step process. It starts with a genuinely newsworthy story, moves to building a list of the right media contacts, and finishes with distributing it through newswires or direct, personal outreach. The entire point is to hand journalists a compelling story they’ll actually want to share with their audience.

Why Press Releases Still Matter Today

In a world overflowing with social media noise and short-lived digital ads, it’s fair to ask if the press release has lost its touch. The answer is a hard no. In fact, its role has evolved and become even more critical. It’s no longer just a formal document for journalists; it’s a powerful asset for SEO, brand building, and speaking directly to your audience.

Think of it this way: a well-crafted press release is the official source of truth for your news. It creates a permanent, searchable record of your company's milestones and gives you control over how the story is first told. When reporters, bloggers, or even potential customers look for information on your latest launch, your press release is often the first and most credible resource they find.

From there, this single piece of content can be sliced and diced for blog posts, social media campaigns, and newsletters, stretching its value far beyond that initial announcement.

The Modern Purpose of a Press Release

It’s a common mistake to think the only goal of a press release is to land a splashy feature in a major publication. While that’s always a fantastic outcome, their modern purpose is much broader. They are incredible tools for building online authority and boosting your search engine rankings.

Every time your release gets picked up by a reputable news site, it generates high-quality backlinks to your website. Those links are a huge signal to search engines like Google, which helps lift your domain authority and makes it easier to rank for your target keywords.

The data backs this up. Recent reports show that 68% of businesses credit press releases for increasing their brand visibility. And with 74% of journalists still preferring to get news this way, it remains a trusted and effective channel for media relations. This isn't just about getting seen, either—businesses often see a return on investment between 100% and 175%, making it a smart marketing play. For a deeper dive, you can explore the complete 2025 press release data.

A press release does more than just announce news. It builds a historical record of your company's growth, enhances your SEO with valuable backlinks, and provides credible source material for anyone looking to write about you.

Before we jump into the nuts and bolts, it's helpful to see the big picture. This quick-reference table breaks down the key pieces you'll need to assemble for a press release that gets results.

Key Elements of a Modern Press Release

Component	Purpose
Compelling Headline	Grabs attention and summarizes the news in a single, impactful line.
Dateline and Lead Paragraph	Sets the context (City, State - Date) and delivers the most critical information (who, what, when, where, why) right away.
Body Paragraphs	Provide supporting details, context, and evidence to flesh out the story.
Expert Quote(s)	Add a human element, credibility, and a unique perspective from a key stakeholder.
Boilerplate	A standardized "About Us" section that gives a concise overview of your company.
Media Contact Information	Makes it easy for journalists to get in touch for more information or an interview.

Each of these elements plays a specific role, and we'll cover how to perfect them in the sections ahead.

Your High-Level Game Plan

Before we get into the nitty-gritty of how to send a press release, let’s map out the journey. Mastering this process means moving through a few key stages, each one setting you up for success in the next.

• Finding Your Story: Let’s be honest—not every company update is news. The first step is finding a truly compelling angle. Think new product, a major partnership, or some eye-opening data that provides real value to an audience.
• Crafting the Narrative: This is the writing part. You'll need a headline that pops, a lead paragraph that gets straight to the point, and a structured body with strong quotes and a professional boilerplate.
• Targeting the Right People: Your success lives or dies by your media list. Reaching journalists who actually cover your industry is infinitely more effective than blasting your news to a generic list.
• Distributing Your News: Choosing the right distribution channel is key. Will you use a newswire service for broad reach or take a more personal approach with direct email outreach?
• Following Up and Measuring: The job isn’t finished when you hit “send.” A polite, well-timed follow-up can make all the difference, and tracking your results is the only way to get smarter for next time.

Crafting a Press Release Journalists Will Actually Read

Let's be honest: a press release that no one reads is just a memo you've shouted into the void. To actually get noticed, you have to stop thinking about it as a simple announcement and start treating it like a real story. Journalists are drowning in pitches every single day, so yours has to cut through the noise by being sharp, relevant, and genuinely newsworthy.

It all comes down to finding the right angle. A product launch isn't just a launch; it’s a new solution to a nagging industry problem. Hitting a company milestone isn't just about a number; it’s proof of market validation and grit. Your job is to frame the news in a way that makes a reporter stop and think, "My readers need to know about this."

Writing a Headline That Opens Doors

Your headline is everything. It's the first—and often only—thing a journalist sees, and it’s what separates an opened email from a trashed one. It has to be punchy, direct, and nail the core of your news in a single glance.

Steer clear of fluffy, promotional language. "Innovative Tech Company Announces Exciting New Platform" is a one-way ticket to the delete folder. Instead, get specific: "PressBeat Launches AI-Powered Platform to Automate Startup Media Outreach." See the difference? The second one tells a reporter exactly what the news is and who it matters to.

If you want to dive deeper into the nuts and bolts of structure and formatting, check out our complete guide on how to write a press release.

The Crucial First Paragraph

Okay, the headline worked—they opened the email. Now, the first paragraph has about five seconds to convince them to keep reading. This is where you lay out the classic "who, what, when, where, and why" in one or two tight sentences. Don't waste time with fluffy intros; get right to the point.

A strong lead looks like this:

SEATTLE – October 26, 2024 – SaaS startup FinFlow today announced it has secured a $10 million Series A funding round led by Venture Partners to expand its AI-driven expense tracking software for small businesses.

In that one sentence, a business reporter has everything they need to decide if this story fits their beat. It's clean, informative, and respects their time.

Building a Credible Narrative

Once you've hooked them with the core facts, the body of your press release needs to back it up with details, data, and a human touch. This is your chance to add context and make your story believable.

• Bring the Data: Don't just say your product is "popular." Say it has "grown its user base by 300% in the last six months." Hard numbers are far more compelling and credible.
• Include Meaningful Quotes: A quote from your CEO shouldn't just rehash the first paragraph. It’s an opportunity to inject some personality and share the vision behind the news.
• Keep It Tight: Journalists are busy. The days of long-winded press releases are over. Aim for 300-500 words. This length provides the necessary details without overwhelming them, a smart move that blends old-school PR with modern digital tactics. In fact, this shift is part of a larger trend you can read about in these latest public relations trends.

By structuring your release this way, you're not just making an announcement. You’re handing a journalist a story on a silver platter, complete with all the facts, figures, and voices they need to run with it.

Building a Laser-Focused Media List

Your press release could be a literary masterpiece, but if it lands in the wrong inboxes, it's headed straight for the digital trash can. Honestly, the single most critical part of this entire process is building a media list that prioritizes quality over sheer numbers.

Blasting your news to a generic list of thousands is the fastest way to get your email address marked as spam. I've seen it happen time and time again. The real goal is to create a hand-picked list of journalists, editors, and bloggers who actually care about your industry.

It's not about finding any reporter; it's about finding the right one. A single, well-placed story in a niche industry blog can drive more valuable traffic and generate better leads than a dozen fleeting mentions in outlets that miss your target audience entirely.

Identifying the Right Journalists

First things first, you need to pinpoint the specific people who cover your beat. Think smaller and more focused. If you’re a FinTech startup, you don't need to chase the top editor at a massive national newspaper. You need the journalist who specifically writes about financial technology for that publication.

A great starting point is to search for articles about your competitors or recent industry trends. Who wrote them? Jot down their name, where they work, and the angle they took. This kind of manual research is gold.

Social media, especially platforms like X (formerly Twitter) and LinkedIn, is also incredibly useful here. Journalists are constantly sharing their latest work and talking about the topics they're passionate about, which gives you a direct window into what catches their interest.

A targeted list of 20 highly relevant journalists will always outperform a generic list of 2,000. It’s about making a strategic connection, not just blasting out an email.

This is where a modern platform like PressBeat really comes in handy. It uses AI to intelligently match your story with journalists who have a proven history of covering similar news. It handles the tedious, time-consuming research, letting you focus on the more important part: building genuine relationships.

Vetting and Organizing Your Contacts

Once you've got a list of potential names, it’s time to vet them. This step is all about making sure every single person on your list is a perfect fit for your story.

For each contact, ask yourself a few simple questions:

• Relevance: Have they written about my industry or a similar topic in the last six months? If not, they're probably not the right fit.
• Audience: Does their publication's readership align with my target customers?
• Role: Are they a staff writer, a freelancer, or an editor? This little detail can change how you approach your pitch.

After you've confirmed they're a good match, get organized. A simple spreadsheet is all you need. Track their name, title, publication, email, and—this is key—a link to a recent, relevant article they’ve written. That last piece is what you'll use to personalize your pitch and show you've actually done your homework.

To get a better handle on the different types of publications you'll be targeting, it helps to understand what defines a media outlet in the first place. Our guide breaks it down, giving you the context needed to tailor your outreach for maximum impact.

Choosing Your Press Release Distribution Strategy

You’ve got a polished press release and a hand-picked media list. Now for the moment of truth: how do you actually get it out there? The way you send your release is just as critical as what's in it. It's the difference between making a splash and quietly sinking without a trace.

The old way was just to blast it out and hope for the best. Today, it’s all about creating a smart, hybrid plan that gives you broad reach while also building real, personal connections with the people who matter.

Newswire Services vs. Direct Outreach

You've basically got two main paths for getting your news in front of journalists: newswires and direct pitching. They couldn't be more different.

Newswire services, like the big players PR Newswire or Business Wire, are built for massive scale. They syndicate your release across a huge network of news sites and media databases. This is your go-to for major corporate announcements or financial news where you need to create a widespread, official record, fast. The downside? It's often expensive and completely impersonal.

Direct email outreach is the exact opposite. It's a surgical approach where you pitch your story directly to the individual journalists on your list. This is how you build genuine relationships and land those coveted feature stories. It takes more time and finesse, but the quality of the coverage you can get is often much higher.

This decision tree gives you a good visual for how to think about finding and vetting the right journalists for that direct outreach.

Notice how every path ends with "Qualify." That’s the key takeaway—never, ever send a pitch without first making sure the journalist is a perfect fit.

The table below breaks down the pros and cons to help you decide which channel, or combination of channels, makes sense for your announcement.

Press Release Distribution Method Comparison

Distribution Method	Best For	Pros	Cons
Newswire Service	Major corporate news, financial reporting, and creating a wide official record.	• Massive reach and syndication. • Fast and efficient. • Boosts SEO and online visibility.	• Impersonal and often ignored by top-tier journalists. • Expensive, with costs scaling quickly. • Low engagement rates.
Direct Email Outreach	Landing feature stories, building relationships, and targeted, niche announcements.	• Highly personal and targeted. • Builds long-term media relationships. • Higher chance of meaningful coverage.	• Time-consuming and labor-intensive. • Requires strong pitching skills. • Success is not guaranteed.
Owned Media Channels	Amplifying news to your existing audience (customers, investors, followers).	• Free and you have full control. • Engages your core audience. • Supports your overall brand narrative.	• Limited reach beyond your existing followers. • Lacks third-party credibility of earned media.

Ultimately, you don't have to choose just one. The most effective strategies usually blend these methods to get the best of all worlds.

Building a Hybrid Distribution Model

The smartest move for most companies is to mix and match. A modern distribution plan often combines a newswire blast with targeted email outreach and social media promotion.

It’s also standard practice to include multimedia. We've seen that roughly 63% of companies now add images and videos to their releases to grab attention and boost engagement. A well-rounded strategy isn't cheap—distribution can run anywhere from $400 to $1,500 depending on the services you use, so having a clear plan is crucial.

A great hybrid strategy might involve using a budget-friendly newswire to establish an official record and get some SEO juice, while simultaneously running a highly personalized email campaign targeting your top 20 dream journalists.

Finally, don’t neglect the channels you already own. Your company blog, LinkedIn page, and X (formerly Twitter) profile are powerful amplifiers. Post your press release there to make sure your customers, partners, and investors are in the loop. This integrated approach ensures your message hits your audience from multiple angles.

If you need a hand navigating your options, our guide on choosing the best press release distribution service can help you find the right partner for your campaign.

The Art of the Professional Follow-Up

Hitting "send" on your press release isn't the end of the road. Honestly, it's just the beginning. I've seen too many great stories get buried in a crowded inbox simply because no one bothered to follow up. A polite, strategic nudge can be the one thing that turns a missed opportunity into a feature story.

This isn't about being a pest. It's about professional persistence. Journalists are swamped, juggling deadlines and a constant flood of emails. A thoughtful follow-up shows you’re serious and helps them out by bringing your genuinely newsworthy story back to the top of their pile.

Timing Your Follow-Up Perfectly

When it comes to follow-ups, timing is everything. Jump in too soon and you look desperate. Wait too long and your news is yesterday's news.

So, what's the magic number? From my experience, the sweet spot is waiting 3-5 business days after sending your initial pitch. This gives a journalist enough time to actually read your release without letting it get lost in the digital abyss.

Think about their schedule. Avoid Monday mornings—that's when inboxes are at their most chaotic. Late Friday afternoon is a no-go, too. I always aim for a Tuesday, Wednesday, or Thursday morning, which is usually when they're actively planning out content. And a word of advice: stick to one or two follow-ups, max. Anything more crosses the line from persistent to annoying, and you don't want to burn that bridge.

What to Include in Your Follow-Up Email

Whatever you do, don't send an email that just says, "Just checking in to see if you saw my press release." It's a waste of their time and yours because it adds zero value. Instead, use this as a chance to give them something new and helpful.

Your goal is to make their job easier and give them another reason to care. Here are a few things that have worked for me:

• Offer a new angle. Briefly suggest a different spin on your story. For example, "I know you often cover workforce trends—our new software is already helping remote teams cut project time by 20%."
• Provide more assets. Offer up something they can use, like exclusive high-res images, a short video clip, or a compelling infographic that tells your story visually.
• Set up an interview. Make it incredibly easy for them. Suggest a quick 15-minute chat with your CEO or an industry expert who can offer some unique quotes.

This kind of approach changes your follow-up from a needy reminder into a valuable resource. It proves you've considered what they need and are ready to help them build a great story.

Your follow-up is an opportunity to add value, not just ask for a favor. Offer a fresh perspective, new data, or exclusive access to an expert to reignite a journalist's interest.

Handling Silence or a "No" Gracefully

You're not going to get a "yes" every time. Often, you'll just get silence. How you react says a lot about your professionalism.

If a journalist explicitly says they aren't interested, just thank them for their time. You can even ask if it’s okay to keep them in mind for future news that’s a better fit. It’s a simple gesture, but it keeps the door open for next time.

And if you get total silence after two follow-ups? It’s time to move on. Don't take it personally. Every interaction, even the non-responses, is a chance to learn. You're refining your pitch, strengthening your media list, and building a reputation as a professional, respectful contact—someone they’ll be happy to hear from in the future.

Got Questions About Press Releases? We’ve Got Answers.

Diving into press releases can feel a little daunting, and it's natural for questions to pop up. Whether this is your first time hitting "send" or you're a PR pro, getting the fundamentals right is what separates a successful campaign from one that falls flat.

Let's tackle some of the most common questions we hear from people trying to get their stories told. The goal here is to cut through the noise and give you clear, practical advice that you can put to work immediately.

What Is the Best Day to Send a Press Release?

This is a classic question, and for good reason—timing can make or break your outreach. From my experience, the sweet spot is almost always mid-week. Think Tuesday, Wednesday, or Thursday.

Mondays are a write-off; journalists are digging out from a weekend's worth of emails and planning their week. Fridays? People are already mentally checking out for the weekend. Hitting their inbox in the middle of the week gives you the best shot at catching their attention when they're actively hunting for stories.

Even better, aim for a mid-morning send, somewhere between 10 AM and 12 PM in their local time zone. You'll miss the initial morning email chaos and land in their inbox right when they're looking for their next story.

Should I Include Images or Videos?

Yes. A thousand times, yes. In today's world, a text-only press release is a missed opportunity. A great visual can hook a journalist instantly, telling your story in a way that words alone can't. Releases with images simply get more engagement—it's a fact.

Here’s a quick checklist of what you should have ready:

• High-Resolution Photos: Think professional shots of your product, key team members, or your event.
• Company Logo: Make it easy for them. Always include a high-quality logo file.
• Short Videos: A quick demo or a powerful customer quote can be incredibly effective. Keep it brief and punchy.

This isn't just about making your release look good. You're giving journalists ready-to-use assets. That makes their job easier, which makes them far more likely to cover you.

How Do I Know if My News Is Actually Newsworthy?

This is the single most important question you need to ask yourself before you write a single word. Frankly, not everything your company does is news. To figure out if your announcement has a real shot, you need to be honest and apply the "so what?" test. Would someone outside your company actually care about this?

Real newsworthiness usually has one of these ingredients:

• Impact: Does this affect a lot of people or an entire industry?
• Timeliness: Does your news tie into something happening right now?
• Conflict: Are you solving a huge, nagging problem or challenging the status quo?
• Novelty: Is this the first, the biggest, or a totally unique way of doing something?

For example, a $10 million funding round is newsworthy because it's a huge signal of growth and market trust. A minor app update probably isn't. But if that update introduces a feature that solves a massive industry headache in a new way? Now you've got a story. Always think like a journalist looking for a great angle for their readers.

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