How to Write a Press Release That Gets Coverage

A well-written press release can generate media coverage, build credibility, and drive traffic to your website — but only if it actually gets read by journalists. The reality is that journalists receive hundreds of press releases every day, and most of them end up in the trash within seconds. Standing out requires understanding what journalists are looking for and delivering it in a format they can use.

The Fundamentals

A press release is not an advertisement. It is a news announcement. If your press release reads like a sales pitch, it will be ignored. Journalists want news: something new, something timely, something relevant to their audience. Your job is to frame your announcement as newsworthy.

The standard press release follows a specific structure: headline, dateline, introduction (the most important information), body (supporting details), boilerplate (about the company), and contact information. This structure is not arbitrary — it is designed to make the journalist job as easy as possible by presenting information in a predictable, scannable format.

The Headline Matters

Your press release headline needs to be clear, factual, and newsworthy. "XYZ Company Announces Launch of Revolutionary Product" sounds impressive but says nothing useful. "XYZ Company Launches AI-Powered Writing Tool That Reduces Content Creation Time by 70%" is specific, quantified, and actually informative.

Keep the headline under 100 characters. Include the most important information: who, what, and why it matters. Avoid marketing language, superlatives, and vague claims. Journalists are skeptical by nature, and hyperbole immediately triggers their skepticism.

The Inverted Pyramid

Journalism uses the inverted pyramid structure: the most important information comes first, followed by supporting details, followed by background. Apply the same principle to your press release. The first paragraph should answer the five Ws: who, what, when, where, and why. A journalist should be able to write a story based solely on your first paragraph if they have limited space.

Distribution and Follow-up

Sending your press release to the right journalists is more important than writing the perfect release. Research which outlets and reporters cover your industry. Personalize your pitch to explain why the story is relevant to their specific audience. Follow up politely but do not be pushy.

Our press release generator can help you create a professional, properly formatted press release in minutes.