The Art of the Press Release: Corporate Stories That Actually Get Picked Up

A press release can be a powerful tool for getting media coverage. Yet, most press releases are deleted moments after they land in a journalist’s inbox. The reason is simple: they are often self-serving, poorly written, and lack any real news value. To succeed, you must master the art of writing press releases that reporters actually want to read. This means shifting your perspective from a marketer to a storyteller.

A successful press release is a key component of any corporate messaging strategy. It’s not just an announcement; it’s a pitch. It needs to be crafted with the journalist’s needs in mind. This guide will teach you how to write a press release that gets picked up. We will break down the essential elements that separate a compelling story from a boring one. You will learn the secrets to framing your news in a way that grabs attention and earns valuable media exposure.

Find the “News” in Your Announcement

Before you write a single word, you must identify the newsworthy angle of your story. This is the most critical step. Journalists are not interested in your company’s internal milestones. They are looking for stories that will be interesting to their readers. A story that is new, surprising, or has a broad impact is considered newsworthy. This is precisely what journalists want from corporate PR. They need a hook that will capture their audience’s attention.

To find your angle, ask yourself a few questions. Is your announcement tied to a larger industry trend? Does it solve a common problem in a unique way? Does it involve surprising data or a compelling human story? For example, instead of announcing “We launched a new software feature,” frame it as “New software feature helps remote teams reduce project delays by 40%.” The second version highlights a clear, quantifiable benefit that is much more compelling. This is the difference between simple marketing and effective corporate communications.

Structure Your Press Release for a Busy Journalist

Journalists are incredibly busy. They scan dozens of press releases every day looking for stories. Your press release must be structured in a way that makes their job easy. Following a standard format not only looks professional but also allows a reporter to quickly find the information they need. This adherence to a familiar structure is a core part of effective media relations for corporates.

Every press release should include these key elements:

• A Killer Headline: Your headline should be clear, concise, and state the most important part of the news.

• Dateline and Introduction: Start with the city and date. The first paragraph should summarize the entire story—the classic “who, what, when, where, and why.”

• Body Paragraphs: Use the following paragraphs to provide more detail, context, and background information.

• A Compelling Quote: Include a quote from a key executive that adds a human element and a unique perspective.

• Boilerplate: End with a short, standard paragraph about your company.

• Media Contact: Provide clear contact information for follow-up questions.

Using a free press release template can help you get this structure right every time.

Write Like a Reporter, Not a Marketer

One of the biggest mistakes companies make is filling their press releases with jargon, superlatives, and marketing fluff. This is a crucial distinction in internal vs external PR messaging. A press release is not an advertisement. It should be written in a clear, objective, and factual tone, much like a news article itself. Use the third person and avoid exaggerated claims like “revolutionary” or “game-changing.” Let the facts of your story speak for themselves.

Adopting a journalistic writing style builds credibility and makes your press release more usable for a reporter. Often, a journalist might use parts of your press release directly in their article. If it’s already written in a neutral, journalistic style, you are making their job much easier. This is a subtle but powerful part of your media exposure strategies. The goal is to provide a reporter with a story kit, not a sales pitch. This approach demonstrates professionalism and an understanding of their needs, which is essential for building strong media relationships.

Distribute Your Release Strategically

Once your press release is written, how you send it is just as important as what it says. Blasting your release to a massive, generic media list is a recipe for failure. The most effective approach is a targeted one. Identify the specific journalists and publications that cover your industry or topic. Personalize your email pitch to each one, briefly explaining why you think the story is a good fit for their specific audience.

This strategic outreach is fundamental to how to build media relationships. It shows that you have done your homework and that you respect the journalist’s work. While wire services can be useful for broad distribution, nothing beats a personal pitch to a relevant reporter. Combining a well-written press release with a smart, targeted distribution strategy is the formula for getting media coverage. It’s a core discipline among corporate communications best practices and the key to turning your company’s stories into headlines.