If you’re sending press releases and hearing crickets, you’re not alone. The truth is, most media inboxes are flooded with pitches—and only a select few stand out. To create press releases that get picked up, you need to combine strategic timing, a compelling headline, and a format that respects the way journalists work.
A great press release isn’t about selling—it’s about sharing a story that’s newsworthy, relevant, and easy to cover. Whether you’re launching a product, announcing a milestone, or positioning a thought leader, your release must be crisp, clear, and connected to what media professionals are actually looking for.
1. Start With a Strong, Newsworthy Angle
Before you write anything, ask: Is this truly newsworthy? Editors want stories that offer value to their readers—think impact, relevance, timeliness, or a fresh perspective. Tie your news to:
- A trending industry development
- A seasonal event or awareness month
- A major milestone (e.g., funding, partnerships, awards)
- Local or global news contexts
Pro tip: If it’s not time-sensitive or significant, consider turning it into a blog post instead.
2. Write a Clear, Keyword-Rich Headline
Your headline is your first—and sometimes only—chance to catch attention. Make it specific, informative, and benefit-driven. Avoid jargon or vague claims.
Examples:
- “Real Estate Coach Launches AI-Powered Client Dashboard for Brokers”
- “Local Startup Raises $2M to Tackle Rural Logistics in East Africa”
Use SEO-friendly keywords so your release is discoverable online as well.
3. Nail the Opening Paragraph
The lead paragraph should answer the 5 Ws: Who, What, When, Where, and Why. It should summarize the key news in one tight paragraph, ideally under 50 words. Busy editors often decide whether to read on based on this section alone.
4. Include a Powerful Quote
Quotes add credibility and human context. Use quotes from your founder, CEO, client, or partner that add insight—not fluff. A good quote expands the story, offers vision, or shows emotional impact.
Example:
“Partnering with GreenTech Africa allows us to bring sustainable solutions to communities that need them most,” said CEO Grace Omondi.
5. Use a Professional, Readable Format
Stick to the classic format that journalists expect:
- Headline
- Subhead (optional)
- Dateline (City, Date)
- Intro paragraph (5Ws)
- Body with supporting details
- Quote(s)
- Boilerplate about the company
- Media contact information
Keep it to one page (400–600 words max). Use short paragraphs and subheadings where helpful.
6. Include Multimedia Elements
Press releases with images, infographics, or video links are more likely to get published. Include:
- A high-resolution logo
- Headshots or product images
- A short demo or explainer video (via YouTube/Vimeo link)
Visuals help editors quickly grasp your story—and enhance its publication value.
7. Tailor Pitches to the Right Journalists
Don’t rely solely on newswires. Find specific reporters who cover your industry and tailor your email pitch. In your email:
- Use a punchy subject line (often your press release headline)
- Introduce yourself in 1–2 sentences
- Paste the release in the email body (no attachments!)
- Offer to provide interviews, additional data, or visuals
8. Follow Up—But Don’t Spam
If you don’t hear back in 3–5 days, send a polite follow-up with one new piece of info (like an updated quote or media coverage elsewhere). If there’s still no response, move on—but keep that journalist on your radar for future stories.
Final Thoughts
Creating press releases that get picked up means thinking like a journalist and writing like a pro. Lead with a story—not a pitch—respect the format, and add real value. When your release is timely, well-written, and media-friendly, it increases your chances of securing coverage that builds brand authority, trust, and awareness.