How to Write a Press Release That Gets Picked Up by News Sites

Why this guide works (and why press releases still matter). Journalists still want press releases; if they’re relevant and easy to turn into a story. In Cision’s 2024 State of the Media survey, 74% of journalists said they want to receive news announcements/press releases, and 68% called press releases the most useful source for generating story ideas.

But inboxes are overflowing. Half of journalists receive 50+ pitches per week, 87% prefer pitches via email, and 64% say one follow-up is enough. Only 7% consider more than half the pitches they receive to be relevant.

The takeaway: write a genuinely newsworthy, newsroom-ready release and pitch it precisely.

The newsroom-ready press release format

Editors and reporters work in (and copy from) AP style. Use this structure to make your release instantly usable: headline, dateline, lead paragraph, body, quotes, boilerplate, and media contact.

Recommended length: 300–500 words. That range is widely cited by major wires because it’s long enough for the facts and quotes but short enough for quick edits.

Dateline: City (IN CAPS), state/country, and date in AP style at the start of the first paragraph.

Must-include elements

1. Headline – Write it like a news headline, not a slogan.

2. Dateline + lead – In one sentence, deliver the “what/why now” (the hook).

3. Key facts – Answer 5W1H (who/what/when/where/why/how) using the inverted pyramid (most important info first).

4. Two concise quotes – From a senior spokesperson and an independent/partner voice if possible. Quotes should add insight, not repeat the lead.

5. Proof – Numbers, original research, user/customer data, or third-party validation (journalists are hungry for data-backed stories).

6. Multimedia – Link to images, charts, or short video in a shared folder; avoid file attachments. The right multimedia can sway coverage decisions.

7. Boilerplate – 3–4 lines about your organization.

8. Media contact – Real person, email, and phone, with availability.

What actually gets a press release covered

1. Relevance to the outlet’s audience

Journalists say the best way PR can help is to understand their audience and provide relevant material. Irrelevant pitches are the #1 reason reporters block PR pros.

2. Clear news hook

Tie your announcement to timing (launch date, milestone), data (study, trends), a people angle (local impact, expert access), or novelty (first/only/largest—with proof). Journalists increasingly lean on data to shape editorial choices.

3. Usable assets

Provide print-ready images (landscape, 300dpi), B-roll, logo pack, and captions/credits via a cloud link. Many journalists prefer links over attachments.

4. Concise, personalized email pitch

Email remains the preferred channel (87%). Keep the subject line descriptive and the body under ~120 words, linking your press release and assets. Follow up once unless invited otherwise.

5. Smart timing & targeting

Pitch the correct beat reporter or editor. For national stories, offer embargoed info a day or two ahead so reporters can prepare; for depth pieces, consider offering one exclusive to a high-priority outlet (under clear terms).

Copy-and-use press release template (AP style)

HEADLINE: Clear, newsy, 70–90 characters

Subhead (optional): Adds one compelling, factual detail

CITY, Country — Month Day, Year — __ today announced __, __. __.

__.

“ ,” said __ at __.

Optional paragraph: user/customer/partner angle, market backdrop, or social impact (with a link to data or case study).

“ ,” said __.

Availability/Pricing/CTA: __

About Company

[2–4 sentence boilerplate with mission, scale, and one proof point]

Media Contact

Name, Title — email@company.com — +xx xxx xxxx

Example email pitch you can adapt

Subject: __ launches __ to __ — data + images inside

Hi __,

Saw your recent __. Today we’re announcing __ that __.

Press release + assets (images, charts, 30-sec clip): __

Happy to set up a quick interview with __.

Best, __

(Tip: follow up once 48–72 hours later with any new angle or asset.)

Distribution tactics that improve pickup

• Segment your list by beat and geography; avoid mass blasts. Irrelevant pitches are the fastest way onto a “don’t call” list.

• Host assets in a branded newsroom (or a shareable folder) and link to it in the release and pitch. Press rooms are among the sources journalists use for ideas.

• Use embargoes and exclusives intentionally.

  • Embargo: Share the release early with a publish-after date so reporters can prep.

• Exclusive: Offer one outlet a head start/first story; be explicit and honor the agreement.

• Add strong visuals. 72% of journalists used images supplied by PR in the past year; 18% say multimedia makes them more likely to pursue a pitch and 37% say “it depends” (so quality matters).

Common mistakes to avoid (from journalists themselves)

• Spamming irrelevant pitches (77% block for this).

• Inaccurate/unsourced claims (62%).

• Marketing-speak that reads like an ad (55%).

• Too many follow-ups (48%).

• Wrong name / contacting on social without a relationship / file attachments instead of links.

Quick SEO checklist for your press release

• Target a primary keyword (e.g., __).

• Put the keyword in headline, lead sentence, one H2, and image alt text; keep it natural.

• Add one internal link (to your newsroom/landing page) and one authoritative external link (e.g., neutral source or standards body).

• Include a clean URL on your site (e.g., /news/product-launch-city-2025).

• Provide structured data (NewsArticle) on your press page if you publish it on your site.

Press release FAQ:

Q1: How long should a press release be?

A: Aim for 300–500 words.

Q2: Should I attach images?

A: Prefer cloud links to downloadable, high-res assets; many journalists dislike attachments.

Q3: What’s better—embargo or exclusive?

A: Use embargoes to brief multiple outlets ahead of time; choose an exclusive when one marquee story will create momentum. Define terms clearly and honor them.

Q4: How many times should I follow up?

A: Generally once; that aligns with journalist preferences in 2024 data.