How to Write a Press Release That Gets Noticed

So, you need to write a press release that actually gets results. It all starts with having a genuinely newsworthy story, a headline that grabs attention instantly, and sticking to a format journalists know and trust. The trick is to get your core message—the classic 5 Ws (Who, What, When, Where, Why)—right into that first paragraph before you send it off to your media list.

Why Bother With a Press Release Anymore?

With all the noise from social media and endless marketing emails, it's fair to ask if the old-school press release still has a place. It absolutely does, though its job has definitely changed. It’s not just a stuffy document for a newsroom anymore; it’s a powerful tool for building your brand and making a dent online.

A modern press release is your direct pitch to a journalist, a serious asset for your SEO, and the best way to control your own story. Get it right, and it delivers real results that a simple announcement just can't match.

Before we dive into the how, let's break down the core components that every effective press release needs. Think of this as your foundational checklist.

Core Components of an Effective Press Release

Here’s a quick-glance table summarizing the essential elements. Getting these right is non-negotiable if you want journalists—and search engines—to take your announcement seriously.

Component	Purpose
Headline	Captures immediate attention and summarizes the key news.
Dateline	States the city, state, and date of release for context.
Introduction	The first paragraph; answers the 5 Ws (Who, What, When, Where, Why).
Body Paragraphs	Provide supporting details, quotes, and context for the story.
Boilerplate	A short "About Us" section at the end of the release.
Media Contact	Name, email, and phone number for follow-up questions.
###	A standard marker indicating the end of the press release.

With this structure in mind, let's look at the bigger picture of why this format is so powerful.

Building Your Authority and Trust

A press release is your company's official word. It carries a weight and credibility that a casual tweet or a company blog post simply can't. When a journalist uses your release to build a story, they're lending their own credibility to your announcement, which goes a long way in building trust with their audience. This is the very essence of understanding the value of earned media.

Don't just take my word for it. The data shows that 74% of journalists still prefer to get their news from press releases, proving it’s a tool they rely on daily. It’s also why 68% of businesses report that press releases directly boosted their brand visibility. This isn't a shot in the dark; it's a proven communication strategy.

A great press release does more than just announce something—it tells a story. It gives you the chance to frame your company's big news in your own words, making sure the message lands exactly as you intended.

It's About More Than Just Media Mentions

Getting press coverage is the main goal, but a well-written, optimized press release does so much more for your business.

• It’s a huge SEO boost. Including the right keywords and links in a press release that gets picked up online can create high-quality backlinks, helping your website climb the search rankings.
• It drives people to your site. A hooky announcement can send curious readers straight to your website, product pages, or a special landing page, turning news into potential leads.
• It gets you on the radar of partners and investors. Announcing new funding rounds, major partnerships, or impressive growth is a great way to catch the eye of investors and potential collaborators who are always watching for industry moves.

In the next sections, we’ll get into the nitty-gritty of how to write a release that achieves all of this. We’ll cover everything from finding that newsworthy hook to mastering the format and making sure your story gets to the right people.

Finding Your Newsworthy Angle

Let’s get one thing straight right away: a press release is not an advertisement. I can't stress this enough, because it’s the single most common mistake I see brands make. Journalists get buried under hundreds of pitches a day, and they’ve developed a sixth sense for spotting a sales pitch masquerading as news.

If you want to earn a spot in their inbox instead of the trash folder, your announcement needs to be genuinely newsworthy. Before you type a single word, you have to answer the most important question of all: Why should anyone outside of your company care? If the answer isn't immediately obvious and compelling, you need to go back to the drawing board.

From Promotion to a Real Story

Here’s a classic scenario. A company is about to launch a new software feature. The instinct is often to write something self-promotional, like: "We're thrilled to announce our new dashboard feature." Honestly? That’s an internal memo, not news.

A truly newsworthy story connects that feature to something bigger—a trend, a solution, a real-world problem. Think about reframing it this way: "New Software Feature Helps Remote Teams Cut Project Delays by 30% Amidst Rising Burnout."

See the shift? The first version is about you. The second is about solving a problem that your audience—and the journalist's readers—are actually experiencing. That simple change in perspective is what gives a story legs.

Spotting Newsworthy Opportunities

The good news is you don't need a groundbreaking invention to have a story. Newsworthy angles are hiding all over your business, you just have to know where to look. I've found that the most compelling stories usually come from a few key places:

• Original Research or Data: Have you surveyed your customers? Analyzed industry trends? Releasing a report with surprising statistics is pure gold for journalists. An exclusive tidbit like, "45% of shoppers now prefer brands with sustainable packaging," is incredibly valuable and shareable.
• Milestones with Real-World Impact: Hitting your 100,000th customer isn't just a vanity metric. Frame it as a story about a shift in the market or its impact on the community. For instance, "Local Tech Startup Reaches 100,000 Users, Signaling a Shift in Consumer Habits."
• A Contrarian Point of View: Is your company zigging while everyone else zags? A non-traditional take on a popular trend is catnip for the media. Think along the lines of, "While Competitors Automate, [Your Company] Doubles Down on Human Customer Service, Boosting Loyalty by 60%."
• Events with a Community Angle: That charity drive or free workshop you’re hosting isn't just an event. It's a story about your company's values and its commitment to the local community.

These angles work because they offer something more than a simple announcement. They provide context, data, and a human element that helps a journalist build a narrative. A great way to get inspired is to study some excellent examples of digital storytelling and see how you can apply those narrative techniques.

The Litmus Test for a Strong Angle

Once you've landed on what feels like a solid angle, run it through this quick reality check. Can you confidently answer "yes" to most of these?

1. Is it Timely? Does it connect to a current event, a trending conversation, or even a seasonal hook?
2. Is it Relevant? Will this actually matter to the specific audience of the publications you're targeting?
3. Does it have Impact? Does your news affect a large group of people, an entire industry, or a local community in a significant way?
4. Is it Unique? Are you offering a fresh perspective, surprising data, or a first-of-its-kind announcement?

Finding a newsworthy angle is about transforming your company's update into a public-facing story. It’s the difference between saying "We did something" and explaining "Here's why what we did matters to you."

At the end of the day, if your story doesn’t provide value to the reader—whether that’s through education, useful information, or a new perspective—it isn’t news. Nail this part first, and I promise, the rest of the writing process will be infinitely easier.

Mastering the Press Release Format

So, you've got a newsworthy story. Fantastic. Now you need to package it in a way that journalists will actually read. A press release follows a specific, standardized format for one very simple reason: reporters are swamped. They don't have time to hunt for key details in a creative, unconventional layout.

Following the standard structure isn't about being rigid; it's about being professional. It shows you respect their time and understand how their world works. Think of it as the universal language of media relations. Getting it right is the first step to getting noticed.

Let's break down each component, piece by piece, so you can build a release that’s both polished and powerful.

The Immediate Essentials

Before anyone even glances at your headline, a few details at the very top set the professional tone. These are non-negotiable.

• Your Company Logo: Pop your logo at the top, either centered or on the left. It’s an instant "this is from us" identifier.
• Release Timing: Right under the logo, you need to state when the news can go public. If it’s ready now, use "FOR IMMEDIATE RELEASE" in all caps. If you’re giving them a heads-up, it must say "EMBARGOED UNTIL [DATE, TIME, TIMEZONE]." This is a crucial distinction.

Nailing these small details right off the bat signals that you know what you're doing.

Crafting a Headline That Hooks

Your headline is your first—and often only—shot to grab a reporter's attention in an overflowing inbox. It has to do the heavy lifting by summarizing your entire story in one punchy, compelling line.

Forget vague, fluffy language. A headline like "Acme Corp Announces Exciting New Platform" is a one-way ticket to the trash folder.

Instead, get specific. Try something like *"Acme Corp Launches AI Platform to Help Small Businesses Slash Marketing Spend by 40%."* See the difference? The second one is loaded with concrete value and newsworthy data.

You can also use a sub-headline to add another layer of important context, maybe a key statistic or a supporting detail that makes the story even more attractive.

The Lead Paragraph and the 5 Ws

The first paragraph of your press release is called the lead (or lede), and its job is to get straight to the point. No warm-ups. This is where you have to answer the classic 5 Ws:

• Who is this about? (Your company, a partner)
• What is the actual news? (The product launch, the funding round)
• When is it happening? (Today, next week)
• Where is it taking place? (City, State, or simply online)
• Why should anyone care? (The impact, the problem it solves)

This paragraph is your entire announcement in a nutshell. A busy journalist should be able to get the gist of a story just from your headline and this opening paragraph.

Your lead is the elevator pitch. Deliver the core message in the first 25-35 words. Don't bury the good stuff—lead with it.

Building the Narrative with Body Paragraphs

Once the lead has laid the foundation, the body paragraphs are your chance to add color, context, and credibility. This is where you really flesh out the "Why."

Use the next few paragraphs to provide supporting details, background information, or data that underscores the importance of your news. If you’re launching a product, you could bring in market research that inspired it or share compelling results from beta testers.

Keep your paragraphs short and focused, ideally just two or three sentences each. This makes the content scannable and easy for a reporter to pull information from. If you're feeling stuck, looking at a good press release template with examples can be a huge help in visualizing the flow.

Adding a Human Element with Quotes

Quotes are what breathe life and personality into your press release. They provide a human perspective and are often lifted word-for-word into news articles, so make them count.

A good quote never just repeats facts from the body paragraphs. It should offer opinion, vision, or insight. Get quotes from your CEO, a project lead, or even a customer to add that crucial layer of authenticity.

Let’s look at an example:

Generic Quote (Avoid)	Impactful Quote (Use)
"We are excited to launch our new product."	"We saw a critical gap in how small businesses manage their inventory, and we built this tool to give them the same power as their enterprise competitors."

The second quote tells a story. It provides a mission and context, making it infinitely more useful for a journalist.

Concluding with the Boilerplate and Contact Info

Finally, you need to wrap things up cleanly.

• The Boilerplate: This is your "About Us" section. It's a short, standardized paragraph (around 3-5 sentences) that explains who your company is, what you do, and who you serve. It gives journalists unfamiliar with your brand instant context.
• Media Contact Information: This is absolutely critical. Include the name, title, email, and phone number of the person who can answer follow-up questions. Make sure that person is prepped and ready to respond quickly.
• The Sign-Off: The universally accepted way to signal the end of a press release is with three hash symbols (###) centered on a line by themselves. This tells the editor there’s nothing more to read.

Your Press Release is Also an SEO Powerhouse

Think of your press release as having two jobs. Its first, most obvious job is to get a journalist's attention and hopefully land you a story. But it has a second, equally critical role: it’s a permanent piece of your digital footprint. Long after the news is "old," that release lives online, working to boost your search engine ranking.

If you only see your release as a pitch, you're missing out. Once it hits the wire or gets published online, search engines find it, crawl it, and index it. By optimizing it for SEO, you make sure your news reaches not just reporters, but also potential customers, partners, and investors who are actively searching for what you offer.

Don't Force It: Weave Keywords in Naturally

Keywords are the backbone of SEO for your press release, but you have to be subtle. The goal is to be discoverable, not to sound like a robot wrote your announcement. I always start by picking one primary keyword and then two or three related, secondary phrases.

Put yourself in your audience's shoes. Let's say you're launching a new type of sustainable packaging. Your main keyword might be "sustainable packaging solutions." Your secondary phrases could then be things like "eco-friendly shipping materials" or "compostable packaging for e-commerce."

Once you have your list, it's time to place them where they count most:

• The Headline is Everything: This is your prime real estate. A headline like, "EcoWrap Launches New Line of Sustainable Packaging Solutions to Combat Plastic Waste," does double duty—it’s newsworthy and it’s packed with your main keyword.
• Get it in the Lead: Drop your primary keyword within the first sentence or two. This immediately signals to both people and search engines what the release is all about.
• Sprinkle Through the Body: Work your primary and secondary keywords in where they feel natural. The key is to avoid "keyword stuffing." Always write for the human reader first. If it sounds weird, it is weird.

Use Links and Media to Your Advantage

A wall of text is a recipe for being ignored. To make your release engaging and give it some SEO juice, you need to add multimedia and strategic links.

Including high-resolution images, a compelling infographic, or even a short video gives journalists assets they can use immediately, which makes their job easier and your story more appealing. From an SEO standpoint, make sure your images have descriptive alt text that includes a keyword. This can help you show up in image searches, opening another door for people to find you.

Hyperlinks are just as important. They provide a path for readers to learn more and they pass SEO authority from one page to another.

Pro Tip: Every press release should have at least two or three relevant hyperlinks. This isn't optional anymore. Link out to your homepage, the specific product page you're announcing, and maybe a landing page with more data.

And please, avoid generic "click here" links. Use descriptive anchor text that actually tells people where they're going. For example: "Learn more about our full range of eco-friendly shipping materials."

Amplify Your Reach with Digital Distribution

How you send your press release out into the world has a massive impact on its digital reach. Using a distribution service that syndicates your release across a huge network of news sites, industry blogs, and databases is key. This creates dozens, sometimes hundreds, of indexed versions of your announcement online.

This whole digital ecosystem is built on a mind-bogglingly large infrastructure. The global data center market is projected to grow from around $418 billion in 2025 to a staggering $691.6 billion by 2030. That incredible growth means your digitally distributed press release can reach a massive audience almost instantly. If you're curious, you can review the complete data center market research to see just how big this trend is.

When you take the time to optimize your headline, copy, and media, your press release stops being a one-off pitch and becomes a lasting asset that can drive traffic for years to come.

Getting Your Release into the Right Hands

You’ve poured everything into crafting the perfect press release. It's sharp, newsworthy, and ready to go. But here's the hard truth: a brilliant release is useless if it never reaches the right people. The final, and arguably most critical, piece of the puzzle is distribution. This isn't just about blasting an email into the void; it's a strategic effort to place your story in front of the journalists, bloggers, and influencers who can bring it to life.

One of the first big decisions you'll face is whether to use a press release distribution service (often called a wire service) or take a more hands-on approach by building your own targeted media list. Each has its place, and the right choice really boils down to your goals, budget, and how quickly you need to move.

Wire Services Versus a DIY Media List

A wire service like PR Newswire or Business Wire acts like a megaphone, syndicating your announcement across hundreds, sometimes thousands, of online news outlets. This is fantastic for casting a wide net, getting some valuable SEO juice from all those placements, and making sure your news is officially indexed. The downside? This shotgun approach can feel impersonal and often lands in a generic "news@..." inbox rather than on the screen of a specific, relevant journalist.

Building your own media list is the opposite—it’s a surgical strike. This involves rolling up your sleeves and doing the research to identify the exact writers and editors who cover your industry, your competitors, or the specific problem your news solves. It’s definitely more time-consuming, but the payoff is a much higher chance of real engagement and meaningful coverage. You're not just sending a release; you're pitching a story you know fits their beat.

Expert Tip: Don't think of it as an either/or choice. Many of the most successful PR campaigns use a hybrid strategy. They'll use a wire service for broad, official announcements and then follow up with personalized pitches to a hand-picked list of key journalists for in-depth feature stories.

The kind of people you target can also be influenced by the sources you include in your release.

As you can see, a release that blends the official company voice with expert and customer perspectives comes across as far more credible and balanced, which is exactly what journalists are looking for.

Press Release Distribution Methods Compared

Choosing your distribution method is a pivotal decision. Do you need widespread, immediate coverage, or are you focused on building long-term media relationships? This table breaks down the main options to help you decide.

Method	Best For	Pros	Cons
Wire Services	Broad announcements, public companies, SEO, and reaching a large, general audience quickly.	- Wide syndication - Guaranteed placements on partner sites - Fast and efficient	- Impersonal - Can be expensive - Low engagement from top-tier journalists
DIY Media List	Niche industries, building relationships with key journalists, and securing in-depth feature stories.	- Highly targeted - Higher chance of meaningful coverage - Cost-effective (time, not money)	- Extremely time-consuming - Requires research and personalization skills - No guarantee of coverage
Hybrid Approach	Major product launches or company milestones where both broad visibility and targeted media coverage are desired.	- Best of both worlds - Maximizes reach and engagement potential - Builds both SEO and media relationships	- Most expensive option - Requires significant time and coordination

Ultimately, the best method aligns with your specific campaign goals. For a major funding announcement, a hybrid approach might be perfect. For a niche product update, a carefully curated DIY list is likely your best bet.

Identifying and Reaching the Right People

So you’ve decided to build a targeted list. Great. Now the real work starts. The goal is to find the people whose audience is a perfect mirror of the one you want to reach.

Start by digging into publications that live and breathe your niche. Don't just chase the big-name outlets; smaller, industry-specific blogs and trade journals often have incredibly loyal and engaged readers. Use social media searches, Google News, and even competitor backlink analysis to find journalists who are already writing about topics in your orbit.

Once you have a name, do your homework before you ever hit "send."

• Read Their Stuff: Seriously. Read at least three of their recent articles. Get a feel for their angle, their tone, and the kinds of stories that get them excited.
• Check Their Socials: See what they’re chatting about online. This can give you clues about their current interests and is a great way to warm up the connection before you slide into their inbox.
• Find Their Pitching Preference: Some journalists want pitches via email only. Others are open to a quick DM on X (formerly Twitter). Respect their process.

Personalizing Your Pitch for Maximum Impact

A generic, copy-and-paste email is the fastest ticket to the trash folder. In a world of overflowing inboxes, personalization is everything. Your pitch needs to be brief, compelling, and instantly show that you’ve done your homework.

Here’s a simple structure that works:

1. A Killer Subject Line: Be specific and intriguing. Don't just say "Press Release." Try something like, "Story Idea: New Data on Remote Work Burnout."
2. A Human Opening: Show you're not a robot. A simple, "I really enjoyed your piece on productivity tools last week," goes a long way.
3. The Core Pitch: Get to the point in two or three sentences. What's the news, and why should their specific audience care?
4. A Clear Next Step: Attach the press release and make it easy for them. Offer to provide more info, set up an interview, or send over high-res images.

This tailored approach shows respect for their time and their work. It immediately signals that your pitch is worth a second look because it’s not just another irrelevant blast.

Remember, distribution today isn't just about email. The social media ad market is projected to grow by 12% in 2025, and with 59% of marketers planning to increase their work with influencers, your strategy has to be multichannel. Since 41% of Gen Z now sees social media as their top source for information, a release designed for social sharing isn't just a good idea—it's essential for reaching younger audiences. By embracing a modern, multichannel approach, you give your story the best possible chance to land, no matter where your audience is scrolling. You can explore more on these digital marketing statistics to see just how much the media world is changing.

Common Press Release Questions Answered

Even experienced pros run into questions when putting together a press release. It's only natural. Getting a handle on these common sticking points can be the difference between a release that gets picked up and one that gets deleted.

Let's clear up some of the most frequent questions I hear from people trying to get their story out there.

How Long Should a Press Release Be?

Keep it tight. The ideal length is between 400 and 500 words. Think of it as a single page—just enough room to tell your story without making a journalist wade through fluff.

The most important rule? Put the good stuff first. A reporter should grasp the entire story from just your headline and the opening paragraph. The rest of the release is there to add depth with quotes, data, and supporting details.

When Is the Best Time to Send a Press Release?

Timing can make or break your outreach. From my experience, the sweet spot is mid-week, mid-morning. Aim for Tuesday, Wednesday, or Thursday, right between 10 AM and 11 AM in the recipient's local time.

Why then? You're dodging the Monday morning chaos and the Friday afternoon "I'm already mentally at the beach" vibe. Sending it during this window gives your announcement the best shot at actually being seen and considered when journalists are most engaged.

Should I Include Images or Videos?

Yes. A thousand times, yes. In today's media world, a text-only release feels incomplete. High-quality multimedia makes your story more compelling and gives journalists assets they can use immediately. It just makes their job easier.

A release with a professional headshot, a sharp product photo, or a quick video explainer is far more likely to grab attention and secure coverage.

We're not just guessing here. A well-known study showed that releases with multimedia can get up to 77% more views than those without. It’s a simple way to make your news more appealing and shareable.

Just make sure the visuals are relevant and high-resolution. Don't throw in a stock photo just to have one; it needs to genuinely enhance the story you're telling.

Can I Write a Release for Minor Company News?

You can, but it all comes down to the angle. A huge product launch is an easy sell, but smaller news—like a new hire, a partnership, or an award—can also be newsworthy if you frame it correctly.

The key is to connect your "minor" update to a bigger picture. How does this news impact your industry, your customers, or your community? Instead of just announcing a new VP, for example, tell the story of how their unique expertise is going to solve a major pain point for your clients. Always find the "why it matters" for an audience beyond your own team.

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