How to Write Press Releases that Make the News

A staple of PR and media relations, the press release can at once be a vehicle for getting the attention of journalists, a starting point for their news coverage, and an effective tool for building relationships with them.

However, even a newsworthy topic needs to stand out in journalists’ inboxes to turn into media coverage. Here are some tips to keep your news announcement clear, concise, and relevant so your media targets know they’re dealing with a pro.

1. The Hook

Reporters love a message that gets to the point. It’s how they analyze stories quickly and how they’re trained to write. The headline and first sentence are your best chance to “hook” their attention.

Answer the key “Five W” questions: Who, What, When, Where, and Why it matters. Keep it compelling and snappy.

2. Write Like a Reporter

Anyone who reads a press release should be able to tell immediately what it’s about, with the details closely following that initial critical information. This style of writing is called the “inverted pyramid” structure, which prioritizes information from most important to least important.

In other tips from Journalism 101, stick to AP Style for readability, avoid fluff, and translate marketing jargon into plain, “layperson” terms.

3. Include a Strong Quote

A well-placed quote adds credibility and a human element. Choose a spokesperson who can provide meaningful insight or enthusiasm about the news.

4. Make It Relevant

Ask: Why should journalists care? Connect your story to broader industry trends, community impact, or breaking news. Data and statistics help reinforce credibility.

5. Keep It Concise

Press releases should be 300–400 words max. Stick to:

• A clear, engaging headline
• A strong lead paragraph
• Supporting info (quotes, stats, background)
• A boilerplate about your company
• Contact information

7. Follow Up Thoughtfully

After sending your press release, a brief follow-up email can keep your pitch top-of-mind. Avoid spamming journalists, as this can backfire.

The Bottom Line

A well-crafted press release strengthens the credibility of the announcement, which makes a journalist more likely to cover it. Focus on newsworthiness, clarity, and journalist-friendly writing to secure placements.

Need help with PR? Our Denver-based team is here to craft strategic press releases that get results.