You’re tasked with creating a press release. How can you ensure it’s picked up by major news outlets?

Reach out to the right beat reporter and most importantly find the most newsworthy headline for the press release. Journalists will often not have time to go through the complete press release so give them three highlight points under the headline. Use graphs and subtitle to make it easier for them to browse over the release.

First you need to interrogate whether there is any news to share. The vast majority of press releases (which are supposed to be 'news releases') get ignored. Why? Because, however well written, they contain nothing newsworthy. There's nothing that you can do to guarantee coverage but making sure there's a news hook is the safest place to start.

Craft a compelling press release with a concise headline, addressing the who, what, when, where, and why. Focus on newsworthiness, emphasizing the impact and relevance of your announcement. Tailor the release to the target outlets, aligning with their audience and editorial style. Include engaging visuals and quotes for added appeal. Distribute through reputable press release distribution services and leverage personal connections with journalists. Follow up with media contacts to build relationships and provide additional information. Timing is crucial; release during peak news hours for higher visibility. Persistence, professionalism, and a strong story will increase the likelihood of major news outlets picking up your release.

Press releases really aren't going to cut it anymore. Most get ignored. The real key is making sure something is newsworthy and finding ways to bring that to life through your owned socials, UGC, alternative media like podcasts and niche outlets like blogs or trade pubs in the industry you're targeting.

Find the Angle: Your press release must be newsworthy. This means having a clear, compelling story that is relevant to current trends, solves a problem, introduces something innovative, or has a significant impact on your audience. Remember that just because your company wants to talk about it, that does not make it news. Relevance: Make sure your story aligns with the interests of the media outlets you're targeting. It should fit seamlessly into their regular content. At the very least, your pitch should be geographically relevant. Tailored Pitches: When sending out media releases, personalize your pitches to each journalist or media outlet. Explain why your story is relevant to them and their audience. Yes, it's more work. Do it anyway.

A catchy headline is like a hook and a doorway that makes journalists want to learn more. It is especially wise to emphasize the use of action verbs, keywords, and numbers in headlines because these components enhance their informative and attention-grabbing qualities. But since credibility and trust are critical components of media relations, it is equally important to exercise caution when it comes to exaggeration and clickbait. Effective PR communication requires striking a balance between impact and integrity.

This is simple too. Put something into your headline that will surprise the journalist (your audience of one), and that they'll want to print in their publication. If your news content is qualitative, one way to achieve this is by saying something zingy, putting it in quotation marks, then repeating it within the de rigueur quotation from some c-suite bod that goes in the bottom half of the press release. *PRs "are just a bunch of cheats", industry experts say, as their nefarious "dark arts" are exposed*

The headline has to include factual yet catchy information about your release. At the same time, it should not read like a clickbait.

To craft a catchy press release headline, focus on clarity and impact. Start with a robust and active verb to convey urgency or action. Be specific and concise, highlighting the most compelling aspect of your news. Use language that resonates with your target audience and piques curiosity. Avoid jargon and clichés. If relevant, include numbers or statistics for added intrigue. Ensure it accurately reflects the content of your release, creating a balance between being informative and attention-grabbing. A great headline invites the reader to delve deeper.

The perfect headline is a delicate dance between clarity, intrigue, and relevance. It's a concise summary that sparks curiosity without revealing all the secrets, leaving the reader eager to dive into the full story.

Press releases MUST be News Releases. No legit news, no interest. No interest, no coverage. Never, ever include a quote that begins with, “I am excited to (blah, blah, blah). Add artwork. A photo. A logo. More if you have it ( video clip). With all above checked off, delve into distribution as key element of the news release. Strategy? Placement? Target audiences and overall goal for producing the news release. Follow up. (By your internal PR or agency). Who is most knowledgeable/key spokesperson for the news? Social media strategy of utilizing news release as part of follow-up. Utilizing internal assets. Much much more … (by PR firms or solo practitioners). Thanks for reading. TL. (Look me up)!

If you are going with an inverted pyramid structure for your press release, start with the most critical information: the who, what, when, where, and why. This key data should be in the opening paragraph, offering immediate insight. Follow with supporting details, quotes, and additional context, enriching the story. Conclude with background information about the company or any less crucial data. This format prioritizes essential details, ensuring the reader grasps the main message instantly, even if they don’t read the entire release.

The inverted pyramid is a flexible framework, not a rigid mold. On the other hand, adapting its structure to our specific news and audience, using subheadings, bullet points, or visuals to enhance clarity and guide the reader's journey.

In creating a press release for major news outlets, I adhere to the "inverted pyramid" model. This approach starts with the most crucial information upfront – the who, what, when, where, why, and how. It's about capturing the essence of the story immediately to hook the reader, especially a journalist on a tight schedule. Following this, I provide supporting details like quotes and data, adding depth to the main message. Background information comes last, offering context without being the focal point. This structure increases the chances of my press release catching the eye of major news outlets, catering to how journalists quickly scan and evaluate content.

There is an amazing TED Talk, by frances frei, explaining this and when and who should use the inverted pyramid. Its a very nice "watch". Making your point at the beginning ensures your message goes through even if you get interrupted.

Include quotes that are helpful to an editor/writer as they try and visualize why this news may be of interest. The standard PR "fluff" quote doesn't help your cause - quotes should say something and help illustrate why something matters. Also, avoid incorporating multiple quotes from various members of a company's Org chart. Now is not the time to appease egos. This is about media coverage!

Include quotes from key figures to add credibility and a personal touch to your press release. Place them after the lead paragraph for impact, ensuring they're relevant and insightful. Add multimedia like images or videos to make the release visually engaging and shareable, enhancing its appeal to media outlets. These elements make your story more relatable and memorable, increasing the likelihood of capturing the audience’s attention and boosting the chances of wider dissemination and engagement.

The traditional press release is no longer just about text. It’s evolving to become a more dynamic vehicle for distributing content, often incorporating multimedia elements. The future might see standalone multimedia content becoming more prevalent, but currently, a hybrid model where press releases contain multimedia elements is common. This change reflects the fact that public relations experts now need to be more resourceful and innovative in their pursuit of media coverage. Images with alt text and descriptions that are optimized for search engines, along with careful online distribution, can greatly increase the visibility of your press release in search results and image searches.

Fotos and pictures sell in my opinion best, if they include faces. Scenes where people are pictured close up are more catchy than landscapes. Consider the channel: what paper is used and how does the print out look? Glossy outdoor magazines offer a totally different option for landscape Fotos in contrast to recycle paper newspapers.

Incorporate compelling quotes from company executives, subject matter experts, or satisfied customers to add credibility, authenticity, and human interest to your press release. Use quotes to provide additional insights, perspectives, or endorsements that reinforce the significance of your announcement and its impact on stakeholders. Additionally, include multimedia elements such as high-resolution images, videos, infographics, or multimedia assets that complement your press release and enhance visual appeal.

As others have said, generally, the goal (at least through the PR lens) is not to have the release itself picked up but to secure media coverage based off your news. A thoughtful earned media strategy should focus on targeted outreach to reporters to help distribute the news to your desired end audience. Think of the release as a tool to help reporters write; the coverage they write is the story for your end audience.

Media outlets are into the 'news business.' With a call to action (CTA) it is more convenient to broadcast the press release, because of its element of specificity. Make media outlets' work easier, and they will all pursue your content and 'sell' it out.

Esa llamada a la acción... por favor, que no sea ni demasiado vendemotos ni forzada. Si va a ser inútil o carecer de interés, ahórratela. Si va a aportar utilidad o puede generar interés REAL de los receptores, hazla, de forma breve y discreta, sin forzar ni suplicar. Por último, lo que sí es imprescindible es que cualquiera te pueda localizar para ampliar o contrastar información.

Most b2B editors of quality media will remove CTAs. My view is that it's naive to include them. Unless you know a publication/channel carries CTAs as a matter of course don't include them. I would advocate a trackable link to further information on a bespoke landing page; again dont assume the editor will include these. Your boilerplate should include all relevant contact information about your company and spokespeople for reporters to secure further insight or interview. Respect the fact the media agenda is not the same as yours.

By strategically adding in a clear and compelling CTA, you guide your audience on the next steps—whether it's booking a Zoom call with Calendly or contacting you to learn more about interview possibilities. Remember, simplicity rules: Make it easy for your targets to take action, and watch your coverage soar.

Press releases by themselves really don’t get much media attention without being accompanied by a persuasive pitch customized to the recipient. So if media coverage is a priority you need to pitch it individually to a carefully selected media list. You can’t just send the release out to a mass distribution list or via a news wire and expect the coverage to come rolling in.

STOP! 1. First. There are two kinds of press releases - the one you email out to users, and the one you send out over a newswire, to leverage it's reach to get attention. 2. If you do not know that there is a difference between the two, reach out to me. 3. Newswire delivered press releases work. Just ask Nintendo, who received over 1 million views when Bowser joined their team. If you want your press release to do media relations for you, you have to write it in a very particular way. 4. When pitching media, your subject line should take about 3 days to write; everyone should review it. Then, inside the email, link to the published press release, which shows the journalist that you are a newswire trusted. Sigh. Ping me.

Do. Your. Homework. Understand that just because you put it in a press release, doesn't make it newsworthy. Research your target outlets and see how they're covering trends within your industry. Find the right reporter to pitch and customize your outreach to them, specifically calling out why this is of interest to their audience. Make it worth their while. If you do this correctly you'll likely end up with a slightly different variation of your story with every single reporter, resulting in comprehensive qualitative and quantitative coverage.

It is doubtful that a press release alone will get picked up by a major news outlet. Consider the press release as the factual information you need to provide to the media outlet. Research the outlet and find the reporter most likely to cover the topic and craft a story pitch instead. Use the press release as follow-up information to provide the reporter with additional details once interested in your story.

I regard the press release as secondary to the relationship and the pitch. But your pitch is only strong if you have done the work of determining the big takeaway of your news, carved out the most important details for both the pitch and the release, and researched whether it truly resonates with the journalist or journalists you have in mind. Blasting a list of hundreds can backfire, as journalists may report it as spam or junk. No one likes to see the story in a competitor’s outlet, either.