Press releases are a bit like coffee—everyone thinks they know how to make one, but only a few brew it strong enough to wake people up. Most press releases drown in inboxes, unopened. But every so often, one catches an editor’s eye, gets shared in a newsroom Slack, and turns into a story.
How do you make that kind of press release? Let’s unpack it step-by-step, from headline to quote, with the real-world, human touches journalists crave.
1. Start With the Real Story—Not Just the Announcement
Here’s a secret most businesses overlook: journalists don’t care about your new product, partnership, or award. They care about what it means.
Before you write a single line, ask:
- Why would anyone outside our company care about this?
- What’s the larger trend or insight behind it?
- How does this help, change, or affect something people already know?
Imagine you’re talking to a friend who doesn’t work in your field. If you can’t explain in one sentence why it matters, go back and dig deeper. The best press releases don’t announce—they reveal.
2. Craft a Headline That Makes People Stop Scrolling
Journalists are busy. They read headlines the way you glance at a menu board when you’re late for lunch—fast.
Your headline’s job is to make them pause.
Here’s a simple test: if your headline works only because of your brand name, it’s not strong enough. Instead, make it specific, vivid, and urgent.
Examples of strong press release headlines:
- Local Startup Turns Coffee Waste Into Biodegradable Packaging
- Study Finds Remote Teams Report 30% Higher Productivity in Hybrid Models
- Nonprofit Launches “Tech for Seniors” Program to Bridge Digital Divide
Avoid jargon or overused words like “revolutionary,” “innovative,” or “world-class.” If it sounds like an ad, journalists will smell it from a mile away.
3. Lead With a Hook, Not a History Lesson
Your first paragraph is the handshake. Keep it firm and short.
It should answer the five Ws—who, what, when, where, and why—without sounding robotic. A journalist should get the story’s essence by the end of that first paragraph.
Example:
On Monday, Singapore-based eco brand GreenLoop announced a partnership with supermarkets to replace single-use plastic bags with biodegradable alternatives—part of a growing push for sustainable retail practices across Asia.
Notice what’s missing? Fluff. You can always add background later, but the opening line should give the editor a reason to keep reading.
4. Add Data or Context That Anchors Your Story
A press release isn’t a sales pitch—it’s a snapshot of something real happening in the world. Back up your claim with context or numbers that show significance.
If your company launched a new app, include adoption figures or early user results. If it’s a community project, mention how many people it impacts or the broader issue it addresses.
Think of this section as your proof of importance. Journalists love data because it gives their stories substance.
5. Include a Quote That Sounds Like a Human, Not a Robot
Nothing ruins a good press release faster than a lifeless quote.
Too often, quotes sound like they were written by a committee trying not to say anything risky:
“We are thrilled to announce this exciting development, which demonstrates our ongoing commitment to excellence.”
That’s not a quote—it’s wallpaper.
Instead, write quotes that sound like people actually talking. Add emotion, opinion, or reflection.
Better example:
“We’ve been chasing this goal for years,” said Maya Tan, founder of GreenLoop. “Sustainability isn’t just a checkbox for us—it’s a challenge we wake up thinking about every day.”
The second one feels real. It gives journalists a soundbite worth using and a human face behind the story.
6. Keep the Structure Simple and Logical
A press release should follow a rhythm that editors expect.
Here’s a reliable order that works almost every time:
- Headline – The attention grabber
- Subhead (optional) – Adds a layer of context
- Lead paragraph – What’s happening and why it matters
- Body paragraphs – Key details, stats, or background
- Quotes – One or two well-placed insights from leadership or stakeholders
- Boilerplate – A short company bio (three sentences max)
- Contact information – Who journalists can reach for more details
Don’t try to reinvent the structure. The goal is clarity, not creativity. A well-organized press release makes the journalist’s job easier—and that’s the best way to earn goodwill.
7. Use Plain English and Active Voice
Imagine you’re talking, not writing a legal notice. Avoid buzzwords, passive constructions, and filler.
Instead of:
“A solution was developed to optimize engagement metrics.”
Say:
“The team developed a tool that helps marketers understand what really drives engagement.”
Active voice gives energy to your sentences and keeps readers moving.
Also, shorter sentences win. Every 25-word marathon sentence risks losing a journalist’s attention.
8. Add a Touch of Personality
Yes, even a press release can have a voice. It doesn’t need to sound stiff or corporate.
If your brand has personality—show it. If your team has a sense of humor—hint at it. Journalists are humans too; they enjoy reading something that doesn’t feel like every other email in their inbox.
A subtle phrase, a witty subhead, or a conversational quote can make your release memorable.
9. Format for Readability
Good formatting makes your release look professional.
Use short paragraphs, line breaks, and subheadings. Avoid large blocks of text. If you can, keep it under one page (400–500 words).
Include your logo and contact info clearly at the top or bottom. And always use a professional tone in your email subject line when sending it out—something like:
Story idea: Local bakery turns surplus bread into craft beer
It’s descriptive, humble, and clear—exactly what journalists appreciate.
10. End With What’s Next
A strong close answers: so what now?
Whether it’s an upcoming event, a new product rollout, or a social initiative, make sure you end with a forward-looking statement. This gives journalists an angle for follow-ups or future stories.
Example:
The company plans to expand the program across three more cities by the end of the year.
Simple. Crisp. Useful.
11. Proofread Like a Pro (and Then Read It Aloud)
Before you send it, read your press release out loud. You’ll catch clunky phrasing, run-on sentences, or jargon instantly.
Better yet, hand it to someone outside your team. If they can understand it without asking questions, you’ve nailed clarity.
A typo-free, cleanly written release signals professionalism. Remember: journalists notice the small stuff.
12. Build Relationships Beyond the Press Release
Finally, remember that a press release is not a transaction—it’s part of a relationship.
Follow up respectfully. Thank journalists who run your story. Offer useful updates instead of constant pitches. Over time, this builds trust, and your next release is more likely to be opened and shared.
Because at the end of the day, PR is less about pushing news and more about earning attention.
Wrapping It Up
Writing a press release that journalists actually read isn’t about luck—it’s about empathy, clarity, and craft. Think less about what you want to announce and more about what they need to write a good story.
Make it relevant. Make it human. And above all, make it easy for them to say “yes.”
From Launch to Growth: Free Press Release Distribution That Works
Ready to put these ideas into action? Discover how groupma.com helps you reach real media outlets with free press release distribution that works. Whether you’re launching, growing, or rebranding, start spreading your story without spending a cent—and get seen where it truly matters.