5 Ways to Get Your Press Release Picked Up by the Media
Proven strategies for schools & nonprofits to cut through the noise and get journalists to actually read — and cover — your story.
Make Relevance Your #1 Priority
Before you hit send, ask yourself: Why would this specific journalist care? Relevance is the single most important factor in whether your press release gets read or trashed.
- Ensure your story is genuinely newsworthy — not just promotional
- Target reporters who actually cover your topic
- Look for crossover opportunities (e.g., education + technology)
- Match your story to the media outlet’s audience
Offer Genuinely Valuable Content
Journalists aren’t looking for ads — they’re looking for content that serves their audience. Give them something they can’t easily get elsewhere.
- Exclusive research or data that no one else has
- Breaking news with a timely angle
- Emotionally charged stories that resonate deeply
- Content with built-in social media traction potential
Craft an Attention-Grabbing Headline
You have roughly 3 seconds to capture a journalist’s attention with your subject line and headline. Make every word count.
- Keep it brief and straightforward — no jargon
- Clearly communicate the story’s value upfront
- Help reporters instantly distinguish it from irrelevant pitches
- Avoid clickbait — deliver what you promise
Structure It Like a News Story
Journalists are under deadline pressure. The faster they can extract the facts, the more likely they’ll use your release.
- Use the five W’s: Who, What, When, Where, Why
- Place facts upfront — don’t bury the lead
- Follow the inverted pyramid structure (most important info first)
- Make it scannable with short paragraphs
Include Compelling Quotes
Quotes add personality and credibility to an otherwise dry document. They’re often the first thing a journalist pulls for their story.
- Quote relevant individuals (leaders, beneficiaries, experts)
- Make quotes sound human, not corporate
- Provide clear attribution for every message point
- Avoid jargon-heavy quotes — speak like a real person
🅱️ Bonus: Always Add a Boilerplate
Include a concise section (~150 words) at the end of every press release detailing your organization’s key information and what makes it unique. This gives journalists instant context and saves them research time.
Key Takeaways
- Journalists are inundated with press releases — avoid blanket email blasts and focus on targeted pitches instead.
- Your press release must immediately grab a reporter’s attention by demonstrating relevance and newsworthiness to their specific beat and audience.
- By adopting a journalist’s perspective and framing information clearly and concisely, organizations can significantly improve their chances of media coverage.