How to Write a Press Release That Will Get You in the News

Press releases can help you get your brand in the news, but it's important that you craft them in a way that catches a journalist's attention.

Got a story about your business you want to share with the world? A press release can be the way to get it out there.  

Whether you are announcing a new product, sharing company news, or promoting an event, a strong press release makes it easy for journalists to understand your message and decide if it is worth covering. 

Find the hook 

Start by focusing on what makes your news genuinely interesting. Journalists are looking for stories that are timely, relevant, and engaging to their audience.  

Before you begin writing, ask yourself what the “hook” is. This could be something new, unusual, locally relevant, or tied to a broader trend. If your announcement does not have a clear angle, it is unlikely to gain traction. 

Also keep in mind that a press release is not an advertisement. If you send a journalist something that is clearly an ad, it will likely be ignored. So when you’re planning the piece, ask yourself if it’s an ad – or a story.  

Create an attention-grabbing headline 

Your headline is the first thing a journalist will see, so it needs to be clear and compelling. Avoid jargon and overly promotional language. Instead, aim for a concise summary of the news that sparks curiosity. A strong headline should communicate the key point of your story in a way that encourages someone to keep reading. 

Share the key points straight away 

The opening paragraph is vital. This is where you deliver the essential information using the classic “who, what, when, where, and why” structure.   

Keep it tight and informative. Journalists often skim press releases quickly, so your main message needs to be immediately obvious. If they have to search for the point, they may move on. 

Add clarifying details 

The body of your press release should expand on the key details without becoming overly long or complex.  

Use short paragraphs and clear language to explain the significance of your announcement. Include relevant facts, figures, or context that help support your story.  

This is also where you can add a quote from a spokesperson, such as a business owner or project lead. Quotes should sound natural and provide insight, not just repeat information already stated. 

Keep it easy to read 

Structure and formatting play a bigger role than many people realize. A clean, professional layout makes your release easier to read and more likely to be taken seriously.  

Stick to a standard format with a headline, subheading if needed, a clear opening paragraph, followed by supporting information. Include a dateline at the beginning and end with a brief “about” section that explains who you are as an organization. 

Tailor your press release 

It is also important to tailor your press release to your audience. Think about which media outlets or journalists you are targeting and adjust your tone and content accordingly.  

A local newspaper may be more interested in community impact, while an industry publication may want technical detail or market relevance. Personalizing your pitch when you send the release can further improve your chances of coverage. 

Ask a friend to proofread  

Accuracy and clarity are essential. Double-check all names, dates, and facts before sending your release. Errors can damage credibility and reduce the likelihood of your story being picked up.  

Having a friend look over it can help to pick up any errors you might have missed. Plus, they can point out parts that might be clear to you, but less obvious to someone who doesn’t know your business as well as you do.  

Keep it short  

A good press release should be shorter than this blog. There is no need for it to be longer than a page, as your goal is to get the hook and key facts across clearly. 

If the journalist wants to ask for further details, they can reach out to you.  

Add images  

Journalists will typically share any news story with at least one image.  

When you send through the press release, also add a couple of high-quality photos. One landscape and one portrait is a good starting point so they can use something that suits their format. 

Make yourself contactable  

Finally, include clear contact information so journalists can follow up easily. Provide a name, phone number, and email address for someone who can answer questions or arrange interviews.  

Making yourself accessible can be the difference between a missed opportunity and a published story. 

Need more business advice tips? Chat to Community Futures Howe Sound 

Community Futures Howe Sound is your free, no-strings-attached sounding board for your business. Whether you need advice on amplifying your message, tips on hiring a team, feedback on a business plan, or anything else, we’re here to help.  

Make a booking to chat with one of our local business experts here!