Ever wonder why some press releases get picked up everywhere while others vanish without a trace?
Crafting a press release that gets picked up is not just about writing, it is about understanding what journalists actually want and how media coverage really works.
In this guide, you will learn how to write a press release that gets picked up, avoid common mistakes, and use proven PR strategies that work in 2025.
Ready to make your next press release stand out? Read on.
Understanding the Purpose of a Press Release
A press release is a short, factual news story sent to journalists to share something important about your company or brand.
In 2026, press releases are still a core part of any smart PR strategy because they help you control your message and reach the right audience fast.
The main goal is to get media coverage, but a well-written press release also boosts brand visibility and trust.
To get coverage, your press release must be newsworthy and relevant. Journalists are flooded with pitches, so only stories with a clear angle or real value stand out. A strong press release can spark real excitement and open doors to bigger media opportunities.
Research: Know Your Audience and Media Outlets
Before you even start writing, take a minute to ask: Who do I want to reach with this press release?
Knowing your target audience and what matters to them is a key first step to getting real media coverage.
Blasting every journalist in a giant media database rarely works and journalists really hate it when you don’t do your homework. Instead, focus on building a tight media list of journalists and publications that actually cover your topic.
Research each journalist’s recent stories and the style of the publication. Tailor your press release format and tone to fit what they usually publish.
Personalize your outreach, mention why your news is relevant, and always include clear contact info. Building real relationships with key media contacts is the secret to press release success.
Crafting a Compelling Headline and Lead
A headline is your first shot at grabbing a journalist’s attention. Make it clear, concise, and packed with the most newsworthy detail.
Use keywords that are relevant to your news topic to help your story show up in searches and stay relevant.
Start your lead with the most important info. Journalists want the “what,” “who,” and “why” right away. Avoid clickbait. Focus on genuine value, not hype.
Structuring Your Press Release for Maximum Impact
When you want to know how to write a press release that gets picked up, structure is everything. Start with the inverted pyramid format. Put the most important info at the top, then add supporting details as you go.
Include these essentials:
- Headline: Make it clear and catchy. Journalists skim fast.
- Dateline: Shows when and where the news happens.
- Body: Share the news, then add context.
- Quotes: Use real voices for credibility and human interest.
- Boilerplate: Brief info about your company.
- Contact info: Make it easy for the media to reach you.
Keep paragraphs short. Concise, scannable releases get more media coverage and better results.
Tips for Writing Engaging and Newsworthy Content
If you want to know how to write a press release that gets picked up, focus on what makes your story unique or timely.
Journalists see hundreds of news releases every week, so highlight the angle that sets yours apart. At PRToolFinder, we’ve seen that using real data, statistics, or a short case study can boost credibility and catch a reporter’s eye.
Keep your writing objective and journalistic. Avoid hype or sales language. When possible, add multimedia elements like images, charts, or short videos to make your press release more engaging.
Quick tips:
- Lead with your strongest news angle
- Back up claims with data or a case study
- Use a clear, objective tone
- Add multimedia for extra impact
Common Mistakes to Avoid When Publishing a Press Release
One of the biggest mistakes people make is using overly promotional language in press releases. Journalists want facts, not sales pitches. Keep your tone objective and focus on what makes your news relevant.
Another common slip is skipping the proofreading and fact-checking step. Even a small typo or wrong date can hurt your credibility.
We always double-check every detail before hitting send.
Make sure your press release is truly newsworthy. If it’s not something a journalist would care about, it probably won’t get coverage.
Don’t forget to include clear contact information so media can reach you easily. For more tips, check out our guide on common mistakes when publishing a press release.
Distributing Your Press Release Effectively
Getting your press release in front of the right people is where the real magic happens. Start by picking distribution channels that fit your industry.
For example, tech news travels fast on certain platforms, while local stories might do better with regional outlets.
Personalize your outreach to journalists. A quick note about why your story fits their beat can make all the difference. You’ll see more responses when you mention a journalist’s recent article or show you know their audience.
Use online press release distribution services to boost reach, but don’t stop there. Share your news on your website and social media.
This combo increases brand visibility and helps your press release get picked up by the right media contacts.
Measuring the Success of Your Press Release Campaign
Before you send out your press release, set clear objectives and define your KPIs. Are you aiming for more media coverage, website traffic, or brand visibility? Knowing your goals helps you track what matters.
After distribution, monitor media pickups and online mentions. Use PR platforms to see which journalists or outlets covered your story. We once tracked a campaign and found that a single local mention drove more engagement than a national outlet, which was a surprise.
Check your website analytics for spikes in traffic or engagement. Look at metrics like time on page, referral sources, and social shares.
Use feedback and results to refine your next press release. For a deeper dive, check out our KPI guide to measuring press release success.
FAQ: How to Write a Press Release That Gets Coverage
What length should a press release be?
A press release should usually be between 300 and 500 words. Keep it short, clear, and focused on the main news. Journalists want the facts fast, so avoid long intros or extra fluff.
How do I make my press release more newsworthy?
Focus on what makes your story unique or timely. Use a strong headline, add a quote from a real person, and tie your news to current trends or events. You’ll find that including a clear news angle and real data will make your releases stand out to media contacts.
Should I follow up with journalists after sending a press release?
Yes, but keep it polite and brief. Wait a day or two, then send a short email to check if they need more info. Never spam or call repeatedly, as that can hurt your media relations.
How often should I send press releases for my business?
Only send a press release when you have real news to share. If you have news that is not truly newsworthy, consider simply posting it on your website as journalists use your news page to keep track of what your company has been doing. If you focus your news releases to real news of value to the journalists’ audience, that will go a long way in your relationship building efforts.
Focus on quality, not quantity, and track which topics get the best results for your PR strategy.
Conclusion
Mastering how to write a press release that gets picked up is all about strategy, clarity, and knowing what journalists actually want.
With the right tools and a smart approach, you can boost your media coverage and make your brand’s story stand out.
Ready to simplify your PR workflow and find the best press release platforms?
Explore PRToolFinder now and discover tools that help you get noticed in 2026 and beyond.