Crafting a press release that gets picked up by journalists, bloggers, and media outlets isn’t just about writing; it’s about strategy, timing, and relevance. Many businesses waste hours creating press releases that end up in the void, ignored by the very audience they hope to reach. In this guide, we’ll show you how to write a press release that media actually picks up, including actionable tips, real-world examples, and expert insights.

Why Most Press Releases Fail

Before diving into the “how,” it’s crucial to understand why press releases often fail:

1. Lack of newsworthiness – If it’s not timely, relevant, or impactful, journalists won’t cover it.

2. Poor formatting – Press releases with messy layouts or unclear headlines rarely get read.

3. Generic language – Using buzzwords instead of concrete facts makes your release forgettable.

4. Ignoring the audience – Journalists need a story angle, not just promotional content.

Understanding these mistakes helps you create a press release that stands out in an overcrowded inbox.

Step 1: Start With a Strong, Compelling Headline

Your headline is your first impression. Journalists receive hundreds of press releases daily, so your headline must:

• Clearly state what’s happening

• Include keywords relevant to your industry

• Spark curiosity without being clickbait

Example:

• Weak: “New Product Launch Announcement”

• Strong: “Eco-Friendly Smartwatch Launch Revolutionizes Health Tracking in Urban Cities”

Pro tip: Include your primary long-tail keyword in the headline for SEO and discoverability.

Step 2: Craft an Engaging Lead Paragraph

The lead paragraph answers the “5 Ws” — Who, What, When, Where, and Why — in the first 2-3 sentences. This helps journalists quickly understand if your story is relevant.

Example:
“TechWear Inc., a pioneer in wearable technology, unveiled its latest eco-friendly smartwatch in New York City on October 15, 2025. Designed to monitor health metrics while reducing environmental impact, the smartwatch offers urban consumers an innovative, sustainable solution.”

Tip: Always include location and date in the lead; it makes your press release more credible.

Step 3: Use Quotes From Key Stakeholders

Quotes add credibility, human interest, and expert insight. Include a quote from:

• Company founder or CEO

• Industry expert

• Customer or partner testimonial

Example:
“‘Our new smartwatch bridges the gap between technology and sustainability,’ said Jane Doe, CEO of TechWear Inc. ‘We believe urban consumers deserve products that are both smart and eco-friendly.’”

Journalists love quotes—they make your press release media-ready.

Step 4: Provide Key Details and Supporting Facts

Include:

• Product features, benefits, or service details

• Relevant statistics or case studies

• Awards, certifications, or industry recognition

Bullet points are particularly effective for making information scannable:

• 24/7 heart rate and sleep monitoring

• 100% recycled materials

• 10-day battery life

• Available in 5 major U.S. cities
  
  

Step 5: Add a Strong Call to Action

End your press release with a clear next step, such as:

• Invitation to an event

• Link to product or service page

• Media contact information

Example:
“Journalists and media professionals are invited to our launch event in New York City on October 15, 2025. For press inquiries, contact John Smith at john.smith@techwear.com or (123) 456-7890.”

Step 6: Optimize for SEO and Discoverability

To ensure your press release ranks online:

• Use long-tail keywords naturally throughout the release

• Include hyperlinks to your website or related resources

• Add images, videos, or infographics for richer content

• Use meta description: “Learn how to write a press release that journalists actually pick up, including tips, examples, and SEO strategies for maximum media coverage.”
  
  

Step 7: Format Professionally

A professional press release format includes:

• Headline (bold, clear, attention-grabbing)

• Subheadline (optional, supports the headline)

• Date and location

• Lead paragraph (answers 5 Ws)

• Body paragraphs (details, quotes, bullet points)

• Boilerplate (short company info at the end)

• Media contact info

Remember: Clean formatting makes it easier for journalists to pick your story.

Step 8: Distribute Strategically

Even the best press release fails without proper distribution. Consider:

• Sending directly to journalists covering your niche

• Using press release distribution services (PR Newswire, Business Wire)

• Sharing on your company website and social media

Pro tip: Tailor your pitch to each journalist—personalization dramatically increases pick-up rates.

Conclusion

Writing a press release that media actually picks up requires strategy, clarity, and relevance. By focusing on strong headlines, newsworthy content, quotes, and SEO-friendly formatting, your press release can grab the attention it deserves. Remember: the goal isn’t just to inform—it’s to spark interest, provide value, and make it easy for journalists to share your story.