You've got exciting news — a product launch, a major partnership, a milestone worth celebrating. So you write a press release, send it to every journalist you can find, and wait. And wait. And nothing happens.
Sound familiar? You're not alone. Journalists receive hundreds of press releases every day. Most get deleted within seconds. The ones that earn coverage share specific qualities: they're newsworthy, well-structured, clearly written, and easy for a busy editor to turn into a story.
This guide will show you exactly how to write a press release that gets coverage — from nailing the headline to distributing it strategically. Whether you're a startup founder, a marketing professional, or a small business owner doing your own PR, these principles will dramatically improve your chances of landing media attention.
What Makes a Press Release Newsworthy?
Before you write a single word, ask yourself an honest question: Would I care about this if I weren't involved?
Journalists aren't looking for advertisements. They're looking for stories their audience will find valuable, surprising, or relevant. Your press release needs to pass the "so what?" test.
Here are the types of announcements that tend to earn coverage:
- Genuinely new products or services that solve a real problem
- Significant funding rounds or partnerships with recognizable names
- Original research or data that reveals something surprising
- Major company milestones (but think 1 million users, not your second anniversary)
- Community impact stories tied to a larger trend or issue
- Expert commentary on breaking news in your industry
If your announcement doesn't fit neatly into one of these categories, consider whether you can reframe it. A minor product update isn't news, but tying it to an industry trend might be.
The Standard Press Release Format (And Why It Matters)
Journalists expect a specific structure. Deviating from it doesn't make you creative — it makes your release harder to read. Here's the format that works:
1. The Headline
Your headline is everything. It needs to communicate the core news in 10–15 words. Skip the clever wordplay and jargon. Be direct and specific.
Weak: "Acme Corp Revolutionizes the Future of Innovation"
Strong: "Acme Corp Raises $15M to Expand AI-Powered Inventory Management to European Markets"
The strong headline answers who, what, and why it matters — all in one line.
2. The Subheadline
This optional line adds one more layer of context. Use it to include a compelling detail that didn't fit in the headline.
3. The Dateline and Lead Paragraph
Start with the city, state, and date, followed by the most important information. Your lead paragraph should answer the five W's: who, what, when, where, and why.
Think of it as the only paragraph a journalist might read. If they stopped here, would they understand the full story?
4. The Body (2–3 Supporting Paragraphs)
Expand on the news with context, details, and significance. This is where you include:
- Key statistics or data points
- How this news affects customers, users, or the industry
- Relevant background on your company
5. A Strong Quote
Include one or two quotes from a company executive or relevant stakeholder. The best press release quotes don't just express excitement — they provide insight or perspective that a journalist can lift directly into their article.
Weak: "We're thrilled to announce this exciting new partnership."
Strong: "Small retailers have been locked out of AI-powered inventory tools because of cost. This partnership changes that equation for 200,000 businesses."
6. The Boilerplate
A brief paragraph about your company — who you are, what you do, and key facts like founding year and user base. Keep it under 100 words.
7. Contact Information
Include a name, email address, and phone number for your media contact. Make it easy for journalists to follow up.
How to Write a Press Release That Stands Out
Following the format is necessary but not sufficient. Here's how to elevate your press release from forgettable to coverage-worthy.
Lead With Impact, Not Ego
The most common mistake in press releases is leading with the company instead of the impact. Journalists care about what matters to their readers, not about your internal accomplishments.
Reframe your news around the problem it solves or the trend it reflects. Instead of "We launched a new feature," try "Small businesses can now automate their entire invoicing process in under five minutes."
Use Clean, Jargon-Free Language
Industry buzzwords and corporate speak are press release killers. Words like "synergy," "disruptive," "best-in-class," and "cutting-edge" tell journalists nothing and signal that you're more interested in marketing than informing.
Write the way you'd explain your news to a smart friend who works in a different industry. If you're struggling to simplify complex language without losing meaning, the Paraphraser on WriteGenius can help you rework dense sentences into clear, accessible alternatives while preserving your key message.
Keep It Tight
The ideal press release is 400–600 words. That's roughly one page. If you can't communicate your news in that space, you haven't distilled it enough. Every sentence should earn its place.
Proofread Relentlessly
A single typo or grammatical error can undermine your credibility with a journalist. They deal in words for a living, and sloppy writing signals a sloppy organization. Before you hit send, run your press release through the Grammar Checker to catch errors, awkward phrasing, and punctuation mistakes that are easy to miss after you've been staring at the same draft for hours.
Distributing Your Press Release for Maximum Coverage
A perfect press release that no one reads is worthless. Distribution is half the battle.
Build a Targeted Media List
Blasting your release to 500 generic contacts is far less effective than sending it to 20 journalists who actually cover your industry and beat. Research who has written about similar topics recently, and personalize your outreach.
Write a Compelling Pitch Email
Don't just paste the press release into an email and hit send. Write a short, personalized pitch (3–5 sentences) that explains why this story is relevant to the journalist's specific audience. Attach or link to the full press release below.
Time It Strategically
Tuesday through Thursday mornings tend to be the best times to send press releases. Avoid Mondays (inbox overload), Fridays (winding down), and any day when a major industry event or breaking news is likely to drown you out.
Follow Up (Once)
If you haven't heard back in 3–5 business days, one polite follow-up email is acceptable. Keep it short: reference your original pitch, restate the key news angle, and offer to provide additional information. Never follow up more than once.
Common Press Release Mistakes to Avoid
- Writing it like an ad. If it reads like marketing copy, journalists will treat it like marketing copy — by ignoring it.
- Burying the news. If your most important detail is in paragraph four, restructure immediately.
- Including too many quotes. One or two max. Each should add genuine substance.
- Forgetting the audience. Write for the journalist and their readers, not for your CEO.
- Skipping the boilerplate. Journalists need context about your company, especially if it's not widely known.
- Using ALL CAPS or excessive exclamation points. This immediately signals amateur hour.
A Quick Checklist Before You Send
Before distributing your press release, run through this final checklist:
- Does the headline clearly communicate the news in under 15 words?
- Does the lead paragraph answer who, what, when, where, and why?
- Is the release under 600 words?
- Are all quotes substantive rather than generic?
- Have you eliminated jargon and buzzwords?
- Is it free of grammatical errors and typos?
- Have you included contact information and a boilerplate?
- Is your media list targeted and personalized?
Final Thoughts
Learning how to write a press release that gets coverage isn't about mastering a secret formula — it's about respecting the journalist's time, leading with genuine news value, and communicating clearly. The companies that consistently earn media attention aren't necessarily the biggest or most well-funded. They're the ones that make it easy for journalists to say yes.
Start with a genuinely newsworthy angle, follow the standard format, write with clarity and precision, and distribute strategically. Do those four things well, and you'll be ahead of 90% of the press releases landing in journalists' inboxes tomorrow morning.