Press releases are powerful tools to help get your organization’s news or messages to the right audience through various media channels. For organizational leaders, the challenge lies in crafting a press release that captivates journalists and turns even the most mundane or frankly boring announcement into a newsworthy story.
The following offers a step-by-step guide to creating compelling press releases that the media consider for news coverage.
If You Think It’s Newsworthy, It Probably Is
The first principle in crafting an irresistible press release is recognizing the value of your story. To often, leaders downplay what might truly be of interest to others. The internet era has created a vast array of online opportunities, making it practically possible to share any news or announcement as long as you craft a good press release.
Ask yourself:
- Does it impact your industry or customers significantly?
Highlight how your organization’s news impacts your target audience. An effective press release that gets picked up usually shares how the topic benefits others outside the organization. - Does it embody excitement, innovation, or uniqueness?
Even seemingly small updates can hold significance when presented through a relevant lens. For instance, announcing a product launch should be tied to its real-world benefits for users. - Is there a human element involved?
Add authenticity and relatability by incorporating individual or community experiences to increase your chance of getting press coverage. - Does your news fit the format?
Take advantage of the standard sections a news publication offers, such as “People on the Move,” to announce the new hire. Business publications typically provide space for routine announcements, such as the introduction of a new product or service.
Keep in mind, if it seems newsworthy to your organization, it likely has meaningful value for others, especially when framed strategically.
Format Your Pitch Like a Media Report From Headline to Boilerplate
To increase the chances of a successful press release distribution, structure your content as though it’s already a piece ready for publication. Journalists appreciate packaging that aligns closely with their storytelling style and simplifies the editorial process.
- Use the Inverted Pyramid Structure in the Body of Your Press Release
A well-written press release will cover the “five W’s” (Who, What, Where, When, and Why) in the opening paragraph. Follow this with supporting data, quotes, and lesser priorities. - Write an Attention-Grabbing Headline
Construct a concise, active, and engaging headline that clearly communicates the story angle. For example, instead of “Company X Launches New Product,” opt for “Company X Revolutionizes Industry with Game-Changing Launch” in your advisory to draw interest. - Integrate Quotes Strategically
A newsworthy press release will include quotes from decision-makers, industry experts, or customers. Quotes humanize the story and provide journalists with context or ready-made material for publishing. - Incorporate Data and Visuals
Back up your narrative with statistics, graphs, or images. Visual content is particularly attractive to print and online media.
The more journalistic and polished your press release appears, the more likely it is to be used verbatim or inspire further media inquiries, ensuring your release won’t go unnoticed.
Pro tip: Proofreading is a must. Be sure to read your release several times before distribution.
From Press Release to News Coverage
A well-crafted press release doesn’t just attract media attention—it becomes a versatile foundation for multiple formats as follows.
- Newspaper Articles
Write with clarity and objectivity, resembling newswriting standards. Include a strong news hook while supporting context, as newspapers prioritize factual, authoritative tones. - Broadcast News
Keep your release concise and snappy, as broadcast media prioritizes audio-friendly stories. Highlight dramatic or emotional elements to suit televised segments. Providing soundbites or brief, interview-ready responses can make your release broadcast-friendly. - Magazine Features
Magazine editors often look for in-depth and visually appealing narratives. Use storytelling techniques and provide contact details for in-depth interviews. Position your release for long-form, feature-style articles. - Podcasts and Interviews
Leverage your subject matter with insights and commentary that spark discussions. In your release, mention unique angles that could be explored in interview settings to appeal directly to podcast producers or radio hosts.
When pitching to media contacts, tailor your press release to the format they use, as versatility is essential.
Creating a press release that the media can’t resist requires thoughtful packaging, engaging content, and an understanding of how the story resonates with diverse audiences. By framing seemingly ordinary news as extraordinary and tailoring the narrative to align with journalistic standards, your press release cannot only attract media coverage but also serve as the basis for articles, broadcasts, and interviews.
One last tip: Include your contact information and be sure to follow up. If you do not receive a response within a day or two, consider making a phone call to ensure your press release did not end up in spam. And while on the call, be prepared to pitch the idea during your discussion. Drafting a one-paragraph pitch can help you deliver a quick and powerful presentation.