A press release is not a brochure. It is raw material.
That is the simplest way to think about it. A journalist is not looking for your best sales pitch. They are looking for a clear, accurate, usable story they can understand quickly and verify without chasing you down for basic facts.
Make their job easier, and you improve your odds.
Start with the news, not the buildup
Many press releases take too long to get to the point. They open with company history, market language, or a quote that says very little.
Lead with the news.
What happened? Who is involved? Why does it matter now? Where is it happening? When did it happen? How does it affect customers, the community, an industry, or a trend?
If you need a simple structure, the eReleases guide on what is included in a press release is a good place to start. The 5 Ws and H are not old-fashioned. They are useful because journalists still need those answers before they can do anything with your story.
Write a headline that says what happened
A clever headline may feel fun in a meeting. It often fails in a newsroom.
A usable headline is direct:
“Baltimore Bakery Opens Second Location After Doubling Wholesale Orders”
That gives a journalist something to work with. It includes the company, the action, the location, and the reason the story may matter.
Compare that with:
“Sweet Success Reaches New Heights”
That could mean almost anything. A reporter should not have to decode your announcement.
Put the strongest facts high
Journalists skim. That is not an insult. It is the job.
Your first two paragraphs should carry the weight of the release. Include the announcement, location, timing, key number, and reason it matters. Save the company background for later.
For example, do not bury “the company added 42 jobs” in paragraph seven. If job growth is the news hook, put it near the top.
Use quotes that sound like people
A quote should add judgment, emotion, or perspective. It should not repeat the headline.
Weak quote:
“We are excited to announce this important milestone and remain committed to excellence.”
Better quote:
“We started with three people packing orders in the back of the store. This new space lets us hire locally and keep up with demand from independent grocers.”
The second quote gives a reporter context and a human angle. It also sounds like someone might actually say it.
Make facts easy to verify
Journalists care about accuracy. That means your release should make verification simple.
Use full names and titles. Spell out dates. Include locations. Attribute claims. If you say “fastest-growing,” “largest,” or “first,” explain the basis for it.
The AP Stylebook is worth knowing because many newsrooms use AP style as a common editing standard. You do not need to become a copy desk expert, but clean, familiar formatting helps your release feel easier to handle.
Give them usable details, not clutter
Add the details a reporter may need:
- A media contact with phone and email
- A short company boilerplate
- A link to photos or video, if available
- Names and titles of quoted people
- Product availability, event times, locations, or pricing when relevant
- A plain-English explanation of technical terms
Do not attach six PDFs, three logos, and a 20-page deck unless requested. More material is not always more helpful. Often, it just creates more work.
Avoid claims that sound like advertising
Reporters can use facts. They usually cannot use hype.
Instead of “revolutionary platform,” say what the platform does. Instead of “world-class service,” show proof: customer count, growth, funding, research findings, market expansion, awards, or community impact.
The Reuters page on journalistic standards puts strong emphasis on accuracy and named sources. That is a useful reminder for anyone writing a release: make the information clear enough that someone else can trust it.
Think like the person writing the story
Before you send a release, ask:
Could a journalist write a short article from this without calling me first?
If the answer is no, fix the release.
Add the missing context. Move the strongest facts up. Cut the marketing language. Make the quote sound human. Include the contact details.
A good press release does not do the journalist’s job for them. It gives them clean, credible material they can use. That is the difference between making an announcement and giving a reporter a story.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn