Crafting a compelling press release is more than just putting out news—it’s about capturing the attention of busy reporters who receive dozens, if not hundreds, of pitches every day.
If you want your story to stand out, understanding what journalists are really looking for in a press release is crucial. A well-written release can lead to media coverage, brand exposure, and increased credibility. But if it misses the mark, it’ll end up ignored or trashed. So what exactly do reporters want to see when they open your release?
A Newsworthy Angle
The first thing reporters look for is whether the press release contains actual news. A product launch, major partnership, funding round, or executive hire might be worth covering, but only if the information is timely, relevant, and significant.
Reporters are not looking to give free publicity—they’re looking to inform their audiences with meaningful stories. So, before writing anything, ask yourself: why would anyone outside your company care about this? Is there a broader trend or issue it connects to? Does it have a unique angle?
For example, a new app launch isn’t necessarily news unless it solves a widespread problem or disrupts an industry. Reporters look for a hook—something unusual, surprising, or impactful.
A Strong, Clear Headline
Journalists are pressed for time, so your headline must immediately convey what the release is about and why it matters. Think of it as a tweet: brief, informative, and engaging. A good headline summarizes the most important element of the story and makes the reporter want to keep reading.
Avoid jargon, buzzwords, and vague statements. Instead of saying “Company X Revolutionizes the Industry,” try “Company X Launches AI Tool That Cuts Legal Research Time by 50%.” Be specific. If your headline doesn’t tell a reporter what the story is, they probably won’t bother to find out.
A Concise, Informative Lead Paragraph
If the headline is the hook, the lead paragraph is the deal-maker. Reporters want the “who, what, where, when, why, and how” in the first few sentences. Don’t bury the lead. A strong first paragraph tells the entire story in brief and sets the tone for the rest of the release.
Avoid starting with overly promotional language. Instead of “We are thrilled to announce,” start with the news: “Tech startup XYZ has raised $10 million in Series A funding to expand its AI-driven cybersecurity platform across North America.” The rest of the release should support this core message.
Relevant Quotes from Key People
Reporters often look for quotes they can use directly in their articles, so well-crafted quotes from executives, partners, or customers can enhance your release. These quotes should add insight, not just restate the obvious. They should humanize the story and provide context, emotion, or vision.
Avoid generic quotes like, “We are excited about this partnership.” Instead, aim for something that reflects strategy or impact: “This collaboration will allow us to accelerate cancer research by making clinical trial data more accessible to scientists worldwide,” said Dr. Smith, CEO of MedTech Innovations.
What Reporters Look for in a Press ReleaseHard Facts and Supporting Data
Journalists are fact-finders, and they prefer stories backed by data. Any numbers, statistics, or factual statements should be accurate and verifiable. This gives your release credibility and makes it easier for reporters to trust and use your information.
Include figures like revenue growth, user metrics, funding amounts, cost savings, or survey results. If your story is connected to a wider trend, cite third-party sources. Numbers make stories concrete. For instance, “Our platform has helped over 20,000 users save an average of $300 a year on energy bills” is far more powerful than “We’ve seen strong user interest.”
Brevity and Clarity
Reporters don’t have time to read long-winded documents filled with corporate fluff. A good press release is usually between 400 to 600 words. It should be broken into short paragraphs, with clear subheadings if necessary. The writing should be active, straightforward, and free of jargon.
Stick to one main message per release. If you try to pack in too many announcements, the core news can get lost. Journalists want to grasp the story quickly so they can decide whether to pursue it further. The clearer and more focused your message is, the better chance you have of getting coverage.
Multimedia and Visual Assets
Many reporters now write for digital platforms and are expected to provide more than just text. Press releases that include high-resolution images, videos, product demos, charts, or infographics are more likely to get picked up. Visuals help tell the story and can be used to enrich online articles or social media posts.
If you’re announcing a new product, include photos. If you’ve conducted a study, share graphs or charts. Make sure these assets are easy to download and are labeled with relevant captions or credits. Reporters appreciate it when you do some of the heavy lifting for them.
Contact Information and Accessibility
A press release without contact information is a dead end. Always include a media contact name, email, and phone number so that reporters can follow up if they need more details or want to schedule an interview. Make sure the person listed is responsive and knowledgeable.
Reporters may be on a deadline and need a quick response. If they can’t reach someone fast, they may drop the story altogether. If possible, include links to your company’s press kit, newsroom, or website for additional context.
Timeliness and Relevance
Timing matters in journalism. A release sent too late may miss the news cycle, while one sent too early might get forgotten. Align your release with relevant events, seasons, or industry happenings. For example, if you’re launching a new health product, tying the news to National Health Awareness Month could increase its appeal.
Reporters are also more interested in stories that tap into current conversations. Is your release related to economic trends, consumer behavior, or recent legislation? The more your news ties into something reporters are already covering, the better your chances.
A Clear Call to Action or Next Step
While a press release shouldn’t read like a sales pitch, it should guide the reader toward a next step—whether it’s attending an event, exploring a product, or contacting your team for an interview. This helps reporters understand the purpose of the announcement and how it could be useful to their audience.
Including a link to a landing page, registration form, or demo request is acceptable, as long as it doesn’t dominate the release. Keep it subtle but present.
Professionalism and Polish
Reporters are more likely to trust and use press releases that are professionally written and error-free. Typos, grammar mistakes, or formatting issues can undermine your credibility and suggest carelessness. Take the time to proofread your release or hire a professional writer or editor to review it.
Use proper formatting: dateline, headline, subheadings, boilerplate, and contact info at the end. Journalists are used to a standard structure, and following it makes their job easier.