How to Write a Press Release That Gets Noticed

Press releases remain a standard way for businesses to share news with journalists, customers and the wider community. Editors receive many of them each day, so the ones that stand out are clear, factual and genuinely newsworthy. Whether you are announcing a new location, a product launch or a community partnership, a few principles can improve your chances of getting noticed.

Start With Real News

Before writing, ask whether the announcement matters to someone outside your company. New products, leadership changes, awards, milestones, partnerships, events and research findings are typical examples. Routine updates or promotional language rarely attract attention.

Write a Strong Headline

The headline should summarize the news in a single, plain sentence. Avoid hype and vague words. A headline such as "Local Bakery Opens Second Location in North Park" tells editors exactly what they will find, while a vague or exaggerated headline gets ignored.

Use the Inverted Pyramid

Put the most important information first. The opening paragraph should answer who, what, when, where and why in two or three sentences. Later paragraphs add detail, background and context in descending order of importance, so that an editor can cut from the bottom without losing the key facts.

Include a Quote

A quote from a company leader or customer adds a human voice. Make it sound like something a person would actually say, with a perspective or insight, rather than corporate language that simply repeats the headline.

Add Useful Details

• Dates, times and locations for events.
• Relevant statistics with their source.
• Links to a web page with more information.
• High-quality photos with captions, where available.
• A short "about" paragraph describing your organization.
• Contact information for a real person who can respond quickly.

Keep It Concise

Most releases work best at one page, about 300 to 500 words. Use short paragraphs, active voice and plain language, and avoid jargon and unsupported superlatives such as "best" or "revolutionary."

Proofread and Verify

Check names, titles, dates and figures carefully. Errors damage credibility and make journalists less likely to trust future messages.

Distribute Thoughtfully

Send releases to journalists who cover your topic and area, with a short personalized note rather than a mass blast. Post the release on your own website's news section, share it on social channels and follow up politely once if you have not heard back.

Timing matters too. Send announcements early in the week and avoid major holidays or days dominated by big national stories. If your news is tied to an event, give journalists enough lead time to plan coverage, and be ready with additional background, images or interview availability if they respond with questions.