Writing a Press Release That Gets Results

In today’s fast-paced media environment, a well-crafted press release can be a powerful tool for brand visibility and engagement. But simply having a press release isn’t enough; it must be relevant, newsworthy, and well-written to stand out. Too often, press releases miss the mark by being overly promotional, lacking substance, or failing to engage journalists. To capture the attention of media professionals and boost your brand’s credibility, it’s essential to know what makes a press release effective.

One of the most important aspects of an impactful press release is understanding what makes it newsworthy. Think about why journalists would be interested—unique data, relevant social trends, or new developments in your field are all compelling elements. By ensuring your press release provides genuine value to readers, you increase the likelihood of it being picked up by media outlets. Rather than focusing solely on your brand’s promotional message, integrate broader industry trends or current news events to make your story timely and relevant. This approach, often called newsjacking, can position your brand within a larger conversation, which appeals to journalists looking to cover timely topics.

An attention-grabbing title is essential to draw journalists in. Crafting a title that’s direct, action-oriented, and specific to the story you’re telling is critical. Avoid vague language and instead aim for clarity that captures the essence of the story. With only a small percentage of pitches making it through to publication, your title is your first—and often only—chance to make an impression.

Once you have the journalist’s attention with your title, the lead paragraph must provide the most essential details immediately. This section should answer the “5 Ws” concisely: who, what, when, where, and why. This structure is effective because it respects the journalist’s time and quickly clarifies whether the story is a fit for their audience. The body of your press release should follow the inverted pyramid format, which means placing the most critical information at the top and moving to more specific details as you go. This structure is highly readable and makes it easier for journalists to pick out the key points if they’re short on time.

To add credibility and depth to your release, consider including a quote from a key stakeholder, whether it’s a company executive or a subject matter expert. Quotes provide a personal touch and often help convey the broader vision behind a product launch, partnership, or new initiative. Ensure that the quote is relevant to the story and enhances the message without coming across as filler.

A press release also needs a well-crafted boilerplate at the end. This short, standardized paragraph provides background information about your organization and serves as a quick reference for journalists unfamiliar with your brand. Including a boilerplate reinforces brand identity, summarizes your core values, and can even showcase notable achievements or data points. Think of it as an “about us” section, with just enough detail to give journalists a clear sense of your organization’s mission and relevance.

Including contact information at the end of your press release is a must. Make it easy for journalists to reach out with follow-up questions or to request additional details by listing a direct email and phone number. This small but essential step helps build professional relationships and shows your availability for further engagement.

One of the final but impactful steps in press release distribution is choosing the right method to reach your audience. While press release distribution services offer broad exposure, sending personalized pitches directly to journalists is often more effective. By researching and targeting journalists who cover your industry, you can create tailored outreach that speaks directly to their interests. Social platforms like LinkedIn and Twitter can also be excellent channels for initial contact, followed by a personalized email with your press release attached.

For brands that want to streamline the process, partnering with a PR firm like Bender Group can simplify each of these steps and improve results. From crafting newsworthy content to building tailored media lists and distributing press releases, our team can help amplify your message and increase your media presence.

A well-executed press release strategy can do more than inform—it can elevate your brand, build relationships with the media, and solidify your place in the industry narrative. Whether taking a DIY approach or working with a professional team, keep these principles in mind to create press releases that get noticed.