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Write a Good Press Release That Grabs Instant Attention

Did you know that 70% of editors delete press releases without reading past the subject line? In a digital world where journalists receive thousands of emails every week, figuring out how to write a good press release that cuts through the noise is your key to media coverage and brand buzz. If you need to get your news heard—whether it's for a product launch, company news, or an upcoming event—knowing the formula for a great release can make all the difference. This guide will show you the exact steps to craft press releases that grab attention, get read, and get shared.Unveiling the Power: Why You Must Learn to Write a Good Press ReleaseUnderstanding how to write a good press release is an essential skill for anyone looking to gain more media coverage and improve their brand’s reputation. Modern press releases are more than informational updates—they’re strategic tools that can drive the right people to your story, open doors to press coverage from major outlets, and fuel your social media and online distribution efforts. With the right structure and striking subject line , a good press release can turn every day company news into headlines that count.Media outlets and editors crave relevant, compelling stories—but most news releases fall flat because they’re unfocused or lack essential information. That’s why learning to craft engaging press releases is critical for securing media attention. You’ll unlock the power to influence public opinion, boost awareness for a new product or event, and position your brand as an industry leader—all by writing a press release the right way.When you understand how journalists receive and process press releases, you’re better able to deliver stories that fit their needs and their readers’ interests. Whether you’re announcing a new hire or launching a product, mastering the release format sets your news apart and lays the groundwork for future media relationships. Did You Know? 70% of Editors Disregard Press Releases Due to Lack of RelevanceEditors and reporters at major media outlets are constantly sifting through a flood of emails each day. Unfortunately, many releases end up in the trash not because the sender didn’t have a story, but because the message wasn’t relevant or targeted. Writing a press release that directly addresses your chosen journalist’s focus—and tailoring it to the right media contacts—greatly increases your chances of a response and publication."The difference between a good press release and a forgettable one lies in a few critical, actionable choices."Mastering the Basics: What Is a Press Release and Why Does It Matter?A press release (also called a news release ) is an official announcement sent to media outlets to share important news, product launches, company milestones, or events. Its goal is to catch journalists’ interest, encouraging them to write or broadcast stories about your business. Press releases follow a time-tested structure, making it easier for media professionals to scan for news, quotes, and contact details.Today, press releases are used not only to inform the media but also to connect with online audiences through social media and web distribution. This means effective releases help you reach broader publics, from local news sites to influential industry blogs. Having a clear understanding of what makes a good press release can help you avoid common mistakes and ensure you’re making an impression on every editor and reader who comes across your story.Whether you’re announcing a new hire , a product launch , or an upcoming event, knowing the essentials of writing a press release positions your news for greater visibility and better engagement in an information-saturated world.The Role of a Press Release in Modern News DistributionWriting a press release is about more than just sharing information—it’s about making your news release newsworthy to editors, bloggers, and readers. In recent years, online distribution via company websites and social media platforms has become just as critical as traditional media pitching. A good press release should combine a compelling story, accurate data, relevant quotes, and a clear description of why the information matters now.Modern press releases bridge the gap between brands and the public by providing essential context, verifiable facts, and contact details for follow-up. This is why clear, concise releases are key to securing media coverage. Smart communicators make sure each section of the release—from the headline to the final boilerplate—follows a proven format that editors instantly recognise as credible and useful.Journalists rely on press releases for story leads, background information, and authoritative quotes. By including all the right elements and sending to the right people, your releases drive buzz, reinforce your expertise, and help your company appear in local news, industry outlets, and even national media.Key Elements Needed to Write a Good Press Release vs. Common PitfallsPress Release EssentialsCommon PitfallsClear, newsworthy angleOverly promotional contentStrong subject line and headlineBland or misleading headlinesConcise opening paragraphBurying important info at the endEssential facts (5 W’s: Who, What, When, Where, Why)Missing critical event details or contact infoRelevant quotes and dataLack of supporting evidenceContact details and company boilerplateOmitting follow-up info Key components of press releases definedTheir role in building media relationshipsDifferent types (news release, product launch, new hire, event)How to Write a Good Press Release: A Step-by-Step ApproachReady to send a story editors can’t ignore? Here’s exactly how to write a good press release that gets read and shared. Start by identifying your most newsworthy angle—the ‘hook’ that makes your announcement timely, relevant, or surprising. Next, craft a subject line that compels editors to open your email. Then, structure your news release using a clear opening paragraph, include interesting quotes and data, and always finish with up-to-date contact details. By following this detailed approach, you’ll be set for greater media coverage and engagement with every announcement.Your press release should begin with a headline that grabs attention, then answer all the essential questions readers and editors will have. Insert quotes from a senior executive or spokesperson to provide that ‘human’ touch and authority. Wrap up with a company boilerplate, your contact details, and a final proofread—these steps ensure your news release is ready to be noticed by a wide range of media outlets.As you refine your press release writing skills, consider how integrating multimedia or video can further boost your announcement’s reach. For example, leveraging a powerful reputation video strategy can help your news stand out and engage both journalists and audiences across digital platforms.Identifying your newsworthy angleCrafting a compelling subject lineStructuring your news release for maximum impactIntegrating effective quotes and data pointsIncluding contact details and company boilerplateVIDEO:Tutorial: Press Releases: How to Write Update Captivating Your Audience: Headline and Subject Line Mastery in Press ReleasesThe headline and subject line of your press release are your only chance to capture journalists’ attention before they move on to the next email. An irresistible subject line sets the tone for your news release, while a direct, impactful headline draws readers into your story. By mastering subject line techniques and headlines, you make sure your press release stands out in overflowing inboxes, boosting your chances of press coverage.When crafting a good press release , consider the language journalists use in their own stories. Make your subject line short, informative, and tailored to each media outlet’s interests. For example, “Local Tech Startup Launches Revolutionary Wireless Gadget—Exclusive Demos This Friday” tells editors precisely what makes your story timely and unique. Always check the guidelines of your target media professionals, and be sure to avoid vague or promotional phrases that don’t communicate clear value.Your headline should encapsulate the core of your announcement while using keywords that match the types of coverage your brand seeks. Experiment with different headline variations and test open rates to see what resonates most—in many cases, the smallest tweak can lead to a lot more attention for your next news release . Why Your Subject Line Determines the Fate of Your Press ReleaseThe subject line is often the first (and sometimes only) thing an editor will read when your press release lands in their inbox. If you don’t make it compelling, relevant, and worth opening, your announcement may never be seen. Writing a press release always starts with nailing that initial hook: be specific about your product launch , new hire , or event, and use action-driven language that promises value to the journalist’s audience.Best practices for writing press release subject lines include keeping them under 80 characters, avoiding all-caps, referencing the news angle upfront, and personalising when possible. Strong subject lines like “Acme Corp Appoints Renowned Industry Leader as New CEO” or “Green Energy Solutions Unlocks Solar Tech for Local Schools” consistently see higher open and response rates than generic or salesy alternatives.Tailor your headlines and subject lines for different sectors—what grabs a local news outlet may differ from what excites a national business reporter. Track which headlines earn coverage or high click-through, and revise your approach with each release for ongoing improvement.Best practices for writing press release headlinesExamples of subject lines that achieved high open ratesHow to tailor your headlines to different media outletsNews Release Essentials: Structuring Your Story for ImpactEvery news release needs a structure that guides the reader through the story in a clear, compelling order. Use the tried-and-true inverted pyramid: start with the most critical facts and gradually add supporting details as the press release progresses. Begin with a punchy headline, a lead paragraph answering essential questions, and a sequence of paragraphs that fill in the background, relevant data points, and direct quotes from your team.Press releases should always lead with the most newsworthy aspect—the “why now”—and use natural, easy-to-read language. The ideal news release is no longer than one page, but every paragraph should add substance. Ensure your release is journalistic in style, avoiding promotional hype while highlighting what sets your story apart from everyday updates.Remember, editors and journalists are busy—if they can’t find the core facts quickly, they’ll move on to the next pitch. Make every sentence count and ensure your structure reflects the way respected news articles are constructed.Applying the 5 W's: Who, What, When, Where, Why in Your Press ReleaseEvery successful press release must answer the 5 W’s in its opening paragraph: Who is involved? What is happening? When will it occur? Where will it take place? Why is it important? These are the details editors seek to decide if your story is suitable for their audience. Addressing all five elements up top means journalists can immediately assess your release and move forward without extra follow-up.Applying the 5 W’s lets you build trust with media outlets by demonstrating a professional approach. Always include relevant contact details so editors can reach out for supporting data or quotes. If you’re announcing a product launch or new hire , weave these elements into the body of your news release, providing essential information in a way that feels natural, not forced.Using a 5 W’s checklist before sending your press release—alongside your headline and supporting quotes—makes sure nothing important is missing, reducing the risk of being ignored by busy journalists or omitted from coverage.Breakdown: 5 W's Checklist for Writing a Press Release"W"Press Release ExampleWhoAcme Corp (the company making the announcement)WhatLaunching a new eco-friendly product lineWhenMonday, 3 June 2024, at 10amWhereCompany HQ, London, and online channelsWhyTo provide sustainable choices to environmentally conscious customers Incorporating New Hire and Product Launch Announcements EffectivelyWhen your press release involves a new hire , focus on what the individual brings to your company and why their appointment is newsworthy. Include a quote from a senior executive about the new hire’s background and anticipated impact. For a product launch , outline what makes the new product unique—features, benefits, and availability—while quoting the product manager or CEO for authority.Successful news releases for new hires and product launches create a clear connection between the announcement and industry trends, solving real customer problems. This approach shows editors you understand the bigger picture, making your content relevant to wider audiences and not just internal stakeholders.Always provide the right contact details for follow-up. Including a direct email address, phone, and company website ensures interested journalists can get all the information they need easily.Make Sure Your Press Release Gets Noticed by the MediaOnce you’ve written a good press release , your next job is to get it in front of the right people. Start by researching journalists and editors who cover your industry, beat, or local news. Personalise every email or outreach message so that you are speaking directly to each contact, referencing why your story matters to their readers. After distribution, use simple tracking tools to see who opens your emails—then follow up with a polite, relevant message to encourage coverage.Make sure you also share your press release on the company website, though direct relationships with journalists and media outlets still secure the most powerful coverage. Persistence and courtesy go a long way—journalists appreciate clear, relevant pitches and are more likely to consider your story when you maintain a professional approach.Your aim isn’t just to blast your release out—it’s to build relationships with the media. By doing the legwork upfront and following up positively, you show respect for their time and expertise, increasing your chances of being featured now and in the future.Research relevant journalists and outletsPersonalise your email outreachTrack opens and follow up persuasively Distribution Tactics: Beyond the Press Release WireWhile standard press release wires remain useful, today’s most successful distribution strategies go far beyond mass blasts. Build curated media lists for each campaign, using industry contacts, media databases, and your own network to ensure your release reaches the right editors and news desks. Use social media for wider public awareness—journalists often discover stories there as well.Make your news releases stand out by including multimedia elements like high-resolution images, infographics, or video explainers that support your story. These assets give journalists ready-made resources and make your announcement more shareable on digital platforms. Remember: always tailor your distribution approach to match both the story and your target media outlet .Use a mix of direct emails, industry portals, and social media —such as LinkedIn for B2B press releases or Twitter for quick news—to get attention for every announcement. Monitor feedback and coverage, then update your distribution lists based on which outlets provide consistent results.Targeting media lists efficientlyUsing multimedia: images, videos, and infographicsLeveraging social media to extend reachMake Sure to Avoid Common Mistakes When Writing a Press ReleaseTo write a good press release , you need to avoid the pitfalls that cause editors to hit delete. The most common mistake is over-promoting your company or product instead of focusing on newsworthiness. Remember, journalists seek facts, not sales language. Another misstep is neglecting the news angle—make sure your release offers a clear reason why it matters now. Proofread carefully to catch errors, double-check for missing info like contact details, and avoid sending at times when your target journalists may be away from their desks.Make sure every press release answers the 5 W’s directly, proofread for typos and factual mistakes, and double-check your media distribution list before sending. Also use tools to ensure you are not missing essential information or making errors that could erode your credibility.When in doubt, have another team member review your press release. Often, a second set of eyes will catch things you missed in the rush to distribute—and this critical step can stop you from making costly, avoidable errors that damage your brand reputation.Over-promoting your brandNeglecting the news angleFailing to proofread and fact-checkOmitting vital contact detailsSending at the wrong time"A single misstep in your press release can cost you both credibility and coverage."Compiling the Perfect Press Release: Real-World ExamplesLooking at real-world news release samples helps clarify what works and why. A winning press release follows the established format but stands out through its angle, clarity, and relevance. Leading companies get regular press coverage because their releases consistently offer news, clear quotes, and direct relevance to journalists’ audiences.Writing a press release well means analysing both successful and failed examples side by side. Notice how the best samples start strong, stick to facts, and close with actionable contact details. Learning from these examples lets you adapt the best practices to your next announcement—boosting your brand’s visibility and trust with the media.Include samples in your internal library to refer back to every time you need to get your next story out. Study winning headlines, opening paragraphs, and the structure to inform your own approach when you next write a good press release.Analyse: Successful News Release Samples Reviewing successful press releases , we notice these key traits: clarity in every paragraph, strong quotes, and an immediate connection to the news cycle or a trending event. The best samples include a fully mapped 5 W’s summary, direct contact details for media follow-up, and a closing line that provides background and context in a non-promotional tone.Expert teams devote time to fine-tuning both content and format, ensuring press releases look professional, are easy to skim, and offer everything needed for quick publication. Learn from their approach: keep your writing factual, avoid jargon, and always preview your release layout on multiple devices before distribution.Compare a mediocre press release to a great one, and you’ll see that small changes can make a big difference—especially when it comes to copy length, quote placement, and headline structure.What Sets Winning Press Releases Apart?What makes a good press release stand out? It’s the combination of a strong news angle, journalistic tone, and flawless formatting. Winners avoid filler and cut straight to the facts, with strong headlines, opening paragraphs packed with the 5 W’s, and relevant, quotable statements. They make sure every paragraph adds new value, keeping editors engaged from start to finish.Disection of standout releases proves that simplicity and clarity win every time. Focused stories that link directly to current industry trends, provocative new products, or authoritative new hires consistently result in media interest and wider sharing on social media and online.To write a good press release that editors will use, dedicate time to refining the story, securing internal approval on all facts, and ending with a clear call to action or additional background information for journalists who may wish to follow up.Your Press Release Checklist: Step-by-Step Before SendingConfirm newsworthiness (5 W's)Strong headline and subject lineContact details presentQuotes includedProofread for errorsFrequently Asked Questions on How to Write a Good Press Release How do you write a perfect press release?Start with a headline that grabs attention, followed by an opening paragraph that covers the 5 W’s: Who, What, When, Where, Why. Include a strong quote from a relevant person, such as a company leader. Add additional details, background information, and end with clear contact details. Proofread your release carefully before sending and make sure it is relevant to the audience of your chosen media outlet.What are the 5 W's in a press release?The 5 W’s are: Who is involved, What is happening, When does it occur, Where will it take place, and Why is it important? Addressing these up front ensures journalists have the essential information needed to share your story. Always include these facts in the first paragraph of your press release for best results.What are five rules when writing a press release?Keep your story news-focused, not promotional.Use a compelling headline and subject line.Start with the 5 W’s in the opening paragraph.Add at least one relevant quote.Provide accurate contact details and proofread thoroughly before sending.What makes a strong press release?A strong press release is timely, factual, and relevant to the intended audience. It avoids jargon and sales language, features a concise structure, and includes quotes and real data for credibility. Easy-to-read formatting and direct contact details encourage media outlets to use your story and reach out for more information when required.Expert Insights: Quotes from Top Journalists about Writing a Press Release"A press release should read like a news story, not a sales pitch."Top journalists universally agree: the best press releases put the reader and the story first. Avoid overt promotion and focus on relevance, facts, and substance. This approach earns more media coverage and builds trust among editors and audiences alike.“Editors can spot fluff a mile away. We want compelling news for our readers—get to the point, include solid data, and leave out the marketing talk,” advises one senior business editor. Always keep your writing clean, factual, and orientated to the needs of your target publication’s audience.“A strong press release provides context, supporting links, and makes the editor’s job easier. If you can package your story where we barely need to edit it, you’ll likely get a yes,” says another journalist from a top online business outlet.Key Takeaways for Anyone Who Wants to Write a Good Press ReleaseStart with a compelling angleKeep it factual and news-focusedFormat for ease of readingClose with actionable contact informationAlways review before submitting Ready to Amplify Your Brand? Claim a Free Press Release for Your BusinessWant to put this guide into action and get real results? Email us atpress@dylbo.comfor a Free Press Release for Your Business. Let industry experts help you reach the right people with your next big announcement.Start writing your press release now—and prepare for instant attention from the press, potential partners, and new customers!For those looking to take their brand’s visibility even further, exploring broader strategies such as enhancing your social media presence can be a game-changer. Discover how compelling social posts can elevate your business’s first impression and support your press release efforts by visiting the Social Content Free Offer —a smart next step for building authority and trust online.