Journalists receive 200+ press releases every single day. Most go straight to trash. Why? Because they're poorly written, not newsworthy, or blatantly promotional. A great press release cuts through the noise and gets you featured in Forbes, TechCrunch, or your industry's top publications.
This guide will teach you the exact formula we've used to secure coverage in 500+ top-tier media outlets. You'll learn structure, storytelling, distribution, and follow-up strategies that actually work.
Why Press Releases Still Matter in 2025
More trust in earned media vs paid advertising
Of journalists use press releases as primary source for stories
Of consumers trust recommendations from editorial content
What Makes a Press Release Newsworthy?
Before you write a single word, ask: "Would I click on this story if I saw it on TechCrunch?" If not, it's not newsworthy. Here's what journalists care about:
1. Timeliness
Is it happening NOW? Breaking news, industry firsts, and time-sensitive announcements win. "We launched 6 months ago" is not news.
2. Impact
Does it affect a lot of people? Massive funding rounds, game-changing products, industry shifts. Local news? Local impact matters.
3. Human Interest
Stories about people resonate. Founder journeys, customer success stories, employee spotlights. Make it relatable.
4. Novelty
First-to-market? Unprecedented? Unique angle? "Another SaaS tool launches" is boring. "AI tool replaces entire job category" is news.
5. Conflict/Controversy
Debates, challenges to status quo, polarizing opinions. "Study reveals 70% of marketers are wasting budget on X" gets attention.
The Perfect Press Release Structure
Every press release should follow this proven format. Deviate at your own risk.
1. Headline (80-100 characters)
Your headline decides if journalists read further. Make it specific, benefit-driven, and include key data.
❌ Bad: "Company X Launches New Product"
✅ Good: "Company X Raises $50M Series B to Revolutionize AI-Powered Healthcare"
✅ Good: "Study: 80% of Remote Workers Report Burnout—New Tool Aims to Fix It"
2. Dateline & Lead Paragraph
First sentence: Who, What, When, Where, Why. No fluff. Get to the point immediately.
"PUNE, INDIA – November 3, 2025 – [Company Name], the leading [category], today announced [specific achievement/launch], marking a significant milestone in [industry impact]. This [product/news] enables [target audience] to [key benefit], addressing a $X billion market opportunity."
3. The Body: Inverted Pyramid
Most important info first. Journalists often cut from the bottom up.
Paragraph 2: Expand on the news. Add context, data, and why it matters now.
Paragraph 3: Quote from CEO/Founder. Make it insightful, not promotional. Focus on vision, impact, or problem solved.
Paragraph 4: Supporting details. Features, benefits, availability, pricing (if relevant).
Paragraph 5: Additional quote (customer, partner, or expert). Third-party validation is powerful.
4. Boilerplate (About the Company)
2-3 sentences about your company. Include founding date, mission, key achievements, and URL.
"About [Company Name]: Founded in [year], [Company Name] is the [positioning statement]. Serving [number] customers across [markets], the company has [key achievement]. Learn more at [website]."
5. Media Contact Information
Make it easy for journalists to reach you. Include name, email, phone, and company website.
Media Contact:
[Name]
[Title]
[Email]
[Phone]
Writing Tips That Get Journalists to Actually Read
✅ Use the Active Voice
Active voice is direct and engaging. Passive voice is weak and boring.
Passive: "The product was launched by our team." Active: "Our team launched the product."
✅ Lead with Numbers and Data
Quantify everything. "$10M funding", "50% productivity increase", "10,000 customers in 6 months". Numbers are credible and shareable.
✅ Keep it Under 400 Words
Journalists are busy. One page max. If you can't say it in 400 words, it's not focused enough.
✅ Avoid Jargon and Hype
"Revolutionary", "game-changing", "industry-leading" = instant delete. Be specific and factual instead.
✅ Include Quotes That Add Value
Quotes should provide insight, not restate the obvious. "We're excited to launch" is useless. "This solves the $5B problem of X" is valuable.
Press Release Template (Copy & Customize)
FOR IMMEDIATE RELEASE
[HEADLINE: Specific, Data-Driven, Benefit-Oriented]
[Subheadline: Optional—expand on headline if needed]
[CITY, STATE] – [Month Day, Year] – [Company Name], the [positioning], today announced [news/achievement], [key impact/benefit]. This [product/announcement] addresses [problem] for [target audience], delivering [specific outcomes].
[Paragraph 2: Expand on the news. Add context, market size, why now, competitive advantage.]
"[Insightful quote from CEO/Founder about vision, problem solved, or industry impact]," said [Name], [Title] of [Company Name]. "[Second sentence providing additional context or forward-looking statement.]"
[Paragraph 4: Key features, availability, pricing, rollout timeline, or technical details.]
"[Customer/partner quote validating the impact]," said [Name], [Title] at [Company]. "[Specific result or benefit they've experienced.]"
[Optional: Additional supporting information, partnerships, future plans.]
For more information, visit [website] or contact [email].
About [Company Name]
[2-3 sentence boilerplate: Founded in [year], [Company] is [what you do]. Serving [customers/market], the company [key achievement]. Learn more at [URL].]
Media Contact:
[Full Name]
[Title]
[Email]
[Phone]
###
Real Press Release Examples That Secured Coverage
Funding Announcement
Headline: "Fintech Startup XYZ Raises $30M Series A Led by Sequoia to Democratize Investing"
Why it worked: Clear dollar amount, top-tier investor name, benefit-oriented angle. Led to coverage in TechCrunch, Forbes, and Bloomberg.
Product Launch
Headline: "AI Tool Reduces Customer Support Response Time by 80%, Now Available Free for SMBs"
Why it worked: Quantified benefit (80%), addressed specific pain point, "free" angle is newsworthy. Picked up by Product Hunt, VentureBeat, and industry blogs.
Research/Study Release
Headline: "New Study: 70% of SaaS Companies Overspend on Marketing by $500K Annually"
Why it worked: Original research, shocking stat, quantified cost. Media loves data they can reference. Featured in Inc, Entrepreneur, and industry podcasts.
Distribution Strategy: Getting Your Release Seen
Writing a great press release is step one. Getting it in front of the right journalists is step two. Here's how:
1. Build a Targeted Media List
Don't blast to 10,000 journalists. Target 50-100 who actually cover your space.
- Use tools like Cision, Muck Rack, or Hunter.io to find journalist emails
- Follow journalists on Twitter—see what they're currently writing about
- Read their recent articles—personalize your pitch based on their coverage
- Segment your list: Tier 1 (top outlets), Tier 2 (niche), Tier 3 (local/industry blogs)
2. The Pitch Email
Don't just attach the press release. Write a personal pitch email.
Subject: [Personalized to their beat] - [Your news angle]
Body:
"Hi [First Name],
Loved your recent piece on [specific article]. I have a story that fits your coverage of [beat].
[Company] just [news] which [impact on their readers]. Key highlights:
• [Data point 1]
• [Data point 2]
• [Exclusive angle/quote]
Full release attached. Happy to set up a call with our [CEO/expert] if you'd like more.
[Your name]"
3. Timing Matters
- Send between Tuesday-Thursday, 8-10 AM in journalist's timezone
- Avoid Mondays (inbox overload) and Fridays (weekend mode)
- Embargo if offering exclusives ("Under embargo until [date/time]")
- Newsjack trending topics if relevant—tie your news to bigger stories
4. Follow-Up (But Don't Be Annoying)
- Wait 48 hours before first follow-up
- Keep it short: "Just following up—any interest in covering this?"
- Offer something new: exclusive data, interview opportunity, demo access
- Max 2 follow-ups. After that, move on.
5. Use Distribution Services (Wisely)
Paid distribution can amplify reach but won't replace personalized outreach.
PR Newswire / Business Wire
Wide distribution, expensive ($500-$5,000), good for SEO and archive
PRWeb / Newswire
Budget-friendly ($100-$300), decent reach for small companies
Common Press Release Mistakes That Kill Coverage
❌ It's Not Actually News
"We updated our website" or "We hired a new marketing manager" are NOT newsworthy. Save press releases for actual milestones.
❌ Too Much Marketing Fluff
If your press release reads like an ad, journalists will ignore it. Be factual. Let the news speak for itself.
❌ Burying the Lead
If the most important info is in paragraph 3, you've already lost them. Lead with the news, always.
❌ No Clear Contact Info
Make it EASY for journalists to reach you. If they have to hunt for your email, they won't bother.
❌ Sending to the Wrong Journalists
Blasting a tech product launch to a fashion journalist = instant spam. Do your research. Relevance > volume.
Measuring Press Release Success
Track these metrics to understand what's working:
Media Pickups
How many outlets covered your story? Tier 1 pickups are worth 10X more than Tier 3.
Reach & Impressions
Total audience reached. Use tools like Meltwater or Mention to track.
Backlinks & SEO Impact
High-authority backlinks from media boost SEO. Track with Ahrefs or SEMrush.
Website Traffic Spike
Check Google Analytics for referral traffic from coverage. Tag URLs to track conversions.
Final Thoughts
A well-crafted press release is one of the most cost-effective ways to earn credibility, build brand awareness, and drive traffic. But it only works if you have real news, write it like a journalist would, and pitch it to the right people.
Use the template in this guide. Personalize your pitches. Follow up strategically. Track your results and iterate. Over time, you'll build relationships with journalists who actively look for your next release—and that's when PR becomes a repeatable growth channel.
Need Help Getting Media Coverage?
Our PR team can write press releases, pitch to top-tier journalists, and secure coverage in the publications that matter.