How to Write a Press Release That Journalists Actually Read

Look, we need to talk about the press release. Because somewhere along the way, businesses began treating them as a formality rather than a tool. They write something that reads like it was generated by a committee of robots, blast it out to every newsroom within 200 miles, and then wonder why nobody covers their story.

Here’s the thing: journalists get dozens of press releases a day. Sometimes hundreds. And most of them get deleted before the second paragraph. Not because the news isn’t good. Because the release itself is bad.

So let’s fix that.

The Subject Line Is Your First (and Maybe Only) Shot

Before a journalist even opens your press release, they see the subject line in their inbox. That’s your audition. If it reads like “FOR IMMEDIATE RELEASE: [Company Name] Announces Exciting New Partnership,” congratulations. You just got archived.

Your subject line needs to explain why this matters to your audience. Not why it matters to you. There’s a difference, and it’s the difference between coverage and crickets.

Think about what makes this newsworthy from the reader’s perspective. A local bakery’s expansion isn’t news. A local bakery creating 15 new jobs in a community that just lost a major employer? That’s a story.

Lead the Press Release with the story, Not Your Ego

The first paragraph of your press release should answer one question: why should anyone care? And “because we’re excited about it” doesn’t count.

You’ve got maybe three sentences to hook a reporter. Use them wisely. Put the most newsworthy angle up front. The who, what, when, where, and why should all be there, but lead with the element that makes this different from the last 30 releases that hit their inbox today.

Here’s a test: read your first paragraph out loud. If it sounds like something you’d skip past in a newspaper, rewrite it. If it sounds like something you’d actually tell a friend over coffee because it’s genuinely interesting, you’re on the right track.

Write a Press Release Like a Human Being

This is where most press releases go to die. They drown in corporate language that nobody actually speaks. “We are pleased to announce” is the written equivalent of a sleeping pill. “Synergistic partnership” makes journalists actively hostile.

Write the way a reporter would write the story. Short sentences. Active voice. Real words. If your CEO has a quote in there, make it sound like something a real person would say out loud. Not something that was workshopped by legal for three weeks.

You know what a journalist does when they get a quote that sounds like a press release? They cut it. You know what they do when they get a quote that sounds like a real person with a real opinion? They use it as their headline.

Make It Stupid Easy to Cover

Journalists are busy. Understaffed. Overworked. If you make their job harder, they’ll move on to the next story. So make it embarrassingly easy for them to say yes.

Include the basics: a clear headline, a dateline, and contact information that actually works (not a general inbox that nobody checks). Keep it to one page if you can. Two pages max. If you need more space than that, you’re either burying the lead or cramming multiple stories into one release.

And for the love of all things newsworthy, include usable assets. A high-resolution photo. A link to relevant background. A one-line bio of whoever you’re quoting. Every extra step you eliminate is one less reason for them to pass.

Timing and Targeting Matter More Than You Think

Blasting your release to 500 contacts and hoping something sticks isn’t a strategy. It’s spam with a logo.

Take the time to identify which reporters actually cover your beat. Read their recent work. Understand what they care about. Then send your release to a targeted list of people who might genuinely find it relevant. A personalized pitch to 15 reporters will outperform a mass blast to 500 every single time.

Timing matters too. Tuesday through Thursday mornings tend to work best for most newsrooms. Avoid Mondays (they’re digging out), Fridays (they’re wrapping up), and anything after 3 PM (they’re on deadline). Is this a hard rule? No. But it’s a starting point that stacks the odds in your favor.

The Bottom Line: The Real Secret Nobody Tells You

Here’s the part most people miss: the best press releases aren’t really about press releases at all. They’re about relationships. The businesses that get consistent coverage are the ones that have built real connections with local journalists over time. They’re responsive when reporters call, helpful even when there’s no story to pitch, and a reliable source, not just an occasional inbox clogger.

A well-written press release opens the door. But the relationship is what keeps it open.

So yes, write better press releases. Follow the tips above. But also pick up the phone. Introduce yourself. Be a resource. That’s the kind of PR that actually works.

Need help getting your story in front of the right people? Give us a call at 502-209-7619. No pitch, no pressure, just a conversation about what’s working and what’s not.