The structure and mindset that separate a press release journalists actually read from one that gets deleted in seconds
Most press releases never get read past the headline, and the reason is almost always the same: they are written like an advertisement rather than a news story. A journalist scanning dozens of pitches a day is looking for something genuinely newsworthy, a real angle, a specific fact, a story their readers would care about, not a promotional announcement dressed up in formal language. Writing a press release that actually gets coverage means thinking like a reporter first and a marketer second.
This guide covers the structure, tone and specific details that separate a press release worth a journalist’s time from one that gets deleted in seconds, along with the practical mistakes that quietly undermine even a genuinely newsworthy story.
Start With the Actual News, Not the Company
The single most common press release mistake is opening with the company’s name and background before ever getting to what actually happened. A journalist deciding whether to read past the first sentence needs to see the news itself immediately, what changed, what launched, what was discovered, with company context following afterward rather than leading the release.
The Structure That Actually Works
1. A Headline That States the News, Not a Slogan
The headline should read like a news headline a publication might actually run, clear and specific about what happened, rather than a catchy marketing tagline. A journalist scanning an inbox decides whether to open a release almost entirely based on this single line.
2. A Strong Opening Paragraph Covering the Core Facts
The first paragraph should answer who, what, when, where and why in as few sentences as possible, giving a journalist everything needed to understand the story’s core even if they read nothing else. This mirrors how a news article itself is typically structured, front-loading the most important information.
3. A Genuine Quote With Real Substance
A quote that simply restates the headline in slightly different words adds nothing. A genuinely useful quote offers perspective, context or a specific insight a journalist could not get from the facts alone, giving them something quotable to actually use in their own coverage.
4. Supporting Details and Data in the Body
Following the opening paragraph, additional context, relevant statistics, background on why this news matters now, and any supporting research give a journalist the material needed to build out a fuller story rather than a brief mention.
5. A Boilerplate Paragraph at the End, Not the Beginning
Company background belongs in a short, standard paragraph at the very end of the release, giving a journalist context on who is behind the news without forcing them to wade through it before reaching the actual story.
6. Clear Contact Information for Follow-Up
A named contact with a direct email and phone number, not a generic inbox, makes it easy for a journalist to follow up quickly with a question, which matters considerably when working against a deadline.
What Makes a Press Release Genuinely Newsworthy
Before writing a single word, it is worth being honest about whether the news itself is actually interesting to someone outside the company. A genuinely newsworthy release usually involves something demonstrably new, a specific number or statistic worth citing, a connection to a larger trend or current event, or a story with real human interest. A press release announcing something routine, dressed up in exciting language, rarely fools an experienced journalist and tends to get ignored regardless of how well it is written.
Common Mistakes That Undermine an Otherwise Good Release
Overusing superlatives and marketing language, “revolutionary,” “groundbreaking,” “game-changing”, without the substance to back the claim signals promotional content rather than news and damages credibility with journalists who see this pattern constantly. Burying the actual news several paragraphs in, after lengthy company background, also consistently costs coverage, since a journalist may never read far enough to find the point. Sending an overly long release, well beyond what the actual news justifies, similarly reduces the odds of it being read in full.
Getting Started
A powerful press release reads like a story a journalist could publish with minimal editing, not an advertisement waiting to be translated into news. Lead with the actual news in a clear headline and opening paragraph, include a genuinely substantive quote, and save company background for the end. Before sending anything, honestly assess whether the news itself would interest someone with no connection to the company, since that honesty is what ultimately determines whether the release earns coverage.
Frequently Asked Questions
How long should a press release actually be?
Generally 400 to 600 words is enough for most news, covering the core facts, a quote, and brief supporting context without padding. A release significantly longer than this usually signals the news itself does not justify the length.
Is it necessary to include multimedia like images or video?
Including a relevant, high-quality image or video meaningfully increases the odds of pickup, particularly for online publications, since it gives a journalist ready-made visual content to accompany the story.
Should a press release be sent to every journalist on a media list?
No. A targeted release sent to journalists who specifically cover the relevant industry or topic consistently outperforms a broad, unfiltered blast, both in pickup rate and in the quality of resulting coverage.
Does a press release need to be distributed through a paid wire service?
Not necessarily. A wire service can help with broad visibility and search indexing, but direct, personalised outreach to specifically relevant journalists is generally more effective for earning genuine editorial coverage than wire distribution alone.
