Crafting a press release that gets picked up easily can feel like shouting into the void, as we are constantly inundated with breaking news and viral moments. Yet, the power of a well-written press release remains unmatched. It remains the cornerstone of any public relations strategy, capable of turning a simple announcement into a headline-worthy story.
But let’s face it—writing a press release that gets noticed isn’t easy. Journalists, bloggers, and media professionals are bombarded with pitches daily, each vying for their limited attention. The secret to success lies in mastering the basics: creating an attention-grabbing headline, telling a compelling story, and structuring your information effectively.
This guide will teach you how to write a press release that suits your goal, whether announcing a product launch or addressing a crisis. You’ll discover actionable tips for writing effective press releases that resonate with your audience and grab media attention.
These strategies draw on insights from Medianet's Media Landscape Reports and feedback from leading newsrooms, offering you a unique perspective on what works best. Let’s transform your press releases from ordinary to extraordinary.
The goal of a press release is to inform, engage, and encourage media coverage by highlighting newsworthy events, such as product launches, company updates, partnerships, or milestones.
A well-written press release includes key elements like a captivating headline, a compelling lead paragraph, supporting details, quotes for context, and relevant contact information. It serves as a bridge between organisations and the media, transforming news into stories that resonate with a broader audience.
A press release is more than just a news announcement—it is a bridge that connects organisations with their target audience via the media. Its versatility makes it an essential component of any public relations strategy, serving several critical objectives, such as:
Understanding these objectives ensures that your press releases not only deliver news but also drive engagement and support your overall communication goals. Now let’s dive into why press releases continue to be indispensable in PR.
Medianet's Media Landscape Report revealed that journalists primarily source newsworthy stories from industry and professional contacts (86%), followed closely by media releases (81%). The survey also highlighted general search engines (e.g., Google) and social media platforms as other key sources.
Among the 81% of journalists who used press releases to source stories in 2023, the majority (89%) reported receiving press releases directly via email from their PR contacts. Additionally, about 67% of journalists received press releases through a press release distribution service, 35% received them from their editor or chief-of-staff, and 32% accessed them online via a press release platform.
Tools like search engines, social media, and media monitoring also help journalists identify trending topics, viral news, and industry developments, while public events, reports, and webinars provide valuable insights and data-driven angles for stories.
These findings highlight the ongoing importance of press releases and strong PR connections in enabling journalists to uncover and deliver compelling stories. Building strong media relationships is crucial, as journalists often turn to trusted PR contacts or those within organisations for exclusive information or expert commentary.
"Be the most helpful person you can be - even if it doesn't lead to instant wins." -Phoebe Netto, Founder of Pure Public Relations
But make sure you also don't make these relationship killers as revealed by journalists.
When it comes to press releases, understanding the two main approaches—proactive and reactive—can help you determine how and when to engage the media effectively. This understanding is also highly beneficial in deciding which journalist or media to send your press releases.
Proactive press releases aim to set the media agenda by sharing newsworthy information that sparks interest and shapes conversations. These types of releases include:
Reactive press releases are crafted in response to ongoing situations or media narratives. Their goal is to provide context, clarity, or expert commentary. Common reactive press releases include:
Grouping press releases into proactive and reactive categories simplifies planning and ensures your messaging is impactful. Proactive releases help shape the conversation, while reactive releases give you control over the narrative.
By learning how to write a press release for media coverage in both these scenarios, you increase your chances of shaping conversations and building public interest.
Source: 2024 PR Guide to Effective Media Engagement
Press releases are more than just a tool to inform the media—they are a strategic asset for any public relations and marketing plan, offering a host of benefits that can elevate your brand and drive results.
They help:
Publishing a press release helps solidify your organisation's stance on important topics or trends, ensuring your voice is an authority in your industry.
Press releases help spread the word about your latest updates, whether it’s a new product launch, company milestone, or event. They provide an opportunity to showcase your brand and get it noticed by the media and the public.
Press releases allow you to shape the messaging around your news, ensuring your perspective is communicated.
By incorporating SEO strategies such as targeted keywords and backlinks, press releases can direct readers to your website or landing pages. This not only improves visibility but also supports your digital marketing efforts.
Press releases are a relatively affordable way to promote your business compared to traditional advertising. A single well-written release can generate extensive media coverage without the high costs of paid promotions.
Announcing achievements, awards, or initiatives through a press release reinforces your organisation’s credibility. It shows you’re proactive in communicating with stakeholders and keeping them informed.
Press releases also act as an archive for journalists researching a specific topic or story. By providing consistent and clear information, you make it easier for journalists to reference your organisation or include your perspective in their coverage.
While press releases provide undeniable value, their true impact lies in how well they can grab attention and resonate in today’s crowded media space.
Ready to unlock the full potential of your press releases? Keep reading to get exclusive expert insights on crafting impactful releases.
"[Press release] should be straight to the point, leading with the most newsworthy aspect. It should not contain jargon, it should be easy to read.” - Cameron Stewart, Associate Editor at The Australian
Source: 2024 PR Guide to Effective Media Engagement
Journalists and media professionals are bombarded with pitches daily, so your press release must do more than inform; it must captivate. Transform your press release from ordinary to exceptional by focusing on these key elements while pitching.
Journalists are drawn to stories that are timely, relevant, and impactful. Ensure your press release delivers on these two criticalities:
Want to elevate your public relations strategy? Watch this 30-minute recorded webinar by Medianet showing some client success stories that could help you achieve your PR goals.
Ask yourself, "Why would someone care about this?" If the answer isn’t clear, refine your pitch message.
“What is major news in your niche is often completely irrelevant to the rest of my audience,” - Journalist, 2024 Media Landscape Report. Your press release should be tailored to meet the needs of two key stakeholders:
Maintain clarity and conciseness
Clear communication is key to an effective press release.
Add relevant keywords naturally throughout your PR to improve search results.
In Medianet’s 2022 Media Landscape Report, 18% of journalists said that not having usable assets attached (e.g. photos) was one of their biggest pet peeves when being contacted by PR. Using images with your press release improves your chances of being picked up by the media.
When you are attaching images or other multimedia elements to your PR, make sure to:
Source: 2024 PR Guide to Effective Media Engagement
Timing is everything when it comes to press release success. 74% of the journalists had mentioned that the best time to send a pitch to a journalist is on Monday morning with the preferred contact being email. Also, if you have a story embargoed for the coming week, don’t send it to the Weekend journalist.
To maximise media interest, get messages in the media in the lead-up to significant announcements, such as the Federal Budget, the elections or any other upcoming major events.
Avoid publishing during busy news cycles unless your story can compete with major headlines.
Quotes add a human touch and build credibility. Include a quote from a key spokesperson, such as an executive, project leader, or industry expert. Make sure the quote adds value by conveying enthusiasm, offering insight, or providing context for the announcement.
Example: "PR professionals shouldn’t have to juggle multiple tools to manage media engagement. Our platform unifies all essential functions so teams can work more fluidly and strategically." - Amrita Sidhu, Medianet MD, on Medianet Media Monitoring
Errors can damage your credibility and reduce your chances of media coverage.
Before you send out the press release,
Tip: Ask a colleague or professional editor to review your press release for a fresh perspective.
Watch this 30-minute on-demand webinar which covers practical tips from Medianet's in-house Editor Russell Armour on how to capture the attention of journalists and increase your chances of pickup.
Prior to distribution, the press release will have been through several drafting steps in pursuit of a ‘perfect’ piece of media communication. Even the best content can miss the mark if it’s not structured right. To make sure your press release hits home, follow industry standards for a clear and engaging story. Here’s how.
Follow the framework listed below to nail your press release document.
Place your company logo prominently at the top centre or top left of the document. This ensures your branding is immediately visible and recognisable.
Indicate whether the information is for immediate release or embargoed until a specific date. Specify the release date (immediate or embargoed) at the top left.
Write a clear, concise, and compelling headline. Use bold text and a larger font size than the body text. For example,
The opening paragraph is crucial for grabbing attention. It should answer the 5Ws and H: who, what, when, where, why, and how. Keep it brief, impactful, and to the point to maintain interest.
The body should provide more detailed information, including background, statistics, and quotes. Use short paragraphs and bullet points if necessary to improve readability.
Include one or two quotes from relevant stakeholders, such as executives, project leaders, or industry experts. Ensure the quotes add value by providing insights, expressing enthusiasm, or contextualising the announcement.
Add a boilerplate at the end of the press release. This is a brief paragraph about the company, providing background information.
Include a call to action if applicable, such as visiting a website, attending an event, or contacting the company for more information.
Provide detailed contact information at the end of the press release for easy reference. Include the name of the PR contact, email address And phone number.
Create a press kit on your website to centralise media assets and contact details. Make it easy for journalists to reach out for more details.
Including links to high-quality images, videos, or other media assets can enhance the press release and make it more appealing to journalists. Make sure these assets are easy to download and complement the story.
Keep your press release between 300-500 words to ensure it is concise and impactful.
By structuring your press release with these key elements, you make it easier for journalists to find the information they need, boosting your chances of getting coverage.
Explore real-world applications of these concepts with press release examples successfully distributed through the Medianet platform.
With time and resources stretched thin, the media now leans heavily on press releases rather than hunting for stories themselves. What this means is that in this age where attention spans are fleeting, and information is plentiful, crafting a message that cuts through the noise has never been more important.
As we've covered in this guide, the power of a press release isn’t just about what you say, but how you say it. A strong story is crucial, but combining it with the right structure and timing ensures it reaches the journalists, stakeholders, and readers who matter most.
Success in press release pitches isn’t mostly about quantity—it’s about precision. A captivating headline, a story that resonates, and a polished format work together to transform a simple announcement into a well-rounded media piece. Whether launching a product, celebrating milestones, or managing a crisis, a great press release goes beyond words on a page—it connects your story to the world.
By keeping this Medianet guide to writing press releases handy and following these best practices, you’re not just sharing news; you’re commanding attention. Use these tips to make your next announcement resonate with journalists and your audience, driving results that matter.
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Writing the perfect press release is only half the job—ensuring it reaches the right audience is equally important. Identifying and targeting the right journalists or media outlets that cover your industry or topic can significantly increase your chances of securing coverage. Equally important is understanding the journey of your press releases. Medianet simplifies this process and amplifies your reach.
Send your press release to your target journalists using our extensive media contacts database, monitor your mentions, track their performance, and gain actionable insights—all on one seamless platform. Our plans are designed to work for you, and not the other way around. Pay for what you need - not more, not less. Just pick any combination of Outreach and Monitoring plans to fit your media strategy needs, and power it with Bespoke Media Analysis.
Book a demo with us today to learn more.