How to Write Press Releases That Get Picked Up in Digital PR

Press releases are still one of the most effective tools in Digital PR for securing media coverage.

When crafted well, they grab attention, spark curiosity, and transform into media features that elevate a brand’s authority.

But let’s face it, journalists are swamped. Sorting through emails and wire services often takes a backseat to meeting tight deadlines.

This means your press release needs to stand out by delivering newsworthy content in a clear and compelling way to capture their interest quickly. In Digital PR, it’s all about balancing precision and creativity to get noticed.

Additionally, most journalists get an average of six pitches per day. Your press release competes with a flood of other content trying to gain their attention. 

That's why it’s vital to write clear, compelling materials that resonate with the media and readers alike. 

By polishing your craft, your announcements won’t get lost in the shuffle. 

The Anatomy of an Effective Press Release

At its core, a press release is a newsworthy statement that aims to inform journalists about an event or new development. 

While PR specialists can experiment to see what works best, following a traditional structure ensures the press release is easy to scan. 

The media should be able to get to the meat of the information in seconds.  

Headline

The headline is your opportunity to make a strong first impression. It needs to summarise the main point of the release, as well as entice journalists to read further. 

In other words, it should be newsworthy and concise.

While there’s no surefire recipe for writing a foolproof headline, these tips help: 

• Focus on the most relevant aspect of the story
• Hint at why the reader should care
• Use active verbs to convey urgency and action (“man discovers new planet,” not “new planet is discovered by man” )
• Include numbers, as they immediately grab the eye
• Use plain language free of jargon to make it more appealing
• Keep it short for better readability (around 10-15 words)
• If possible, tailor it to the media outlet you’re targeting 

All in all, an effective press release headline delivers the most essential information in a captivating way. A few examples:

• Startup Raises $20 Million to Support Cancer Research 
• Corporation Launches Innovative AI Tool for Learning
• Festival Expects 5,000 Visitors Over the Weekend
• Hot and Juicy! Beloved Neighbourhood Joint Debuts Chili Lime Flavored Pizza 

Lead Paragraph

Similar to a press article, a traditional press release typically follows an inverted pyramid structure. Important information goes at the top, and the details follow. 

Source: The Ohio State University 

This allows readers to grasp the essence of a story before their attention dwindles. 

Otherwise put, your lead paragraph should prioritise the most newsworthy aspects. Write it so it answers the five big Ws:

• Who is involved?
• What is happening?
• When is it occurring? 
• Where is it taking place? 
• Why is it significant?

As a bonus tip, take the time to craft a catchy opening sentence. Having the reader engaged from the very first words guarantees they don’t hit the Back button. 

Body Content

The body of the press release should expand on the story and add context. Make sure to hit all the main points to offer a comprehensive understanding of your announcement. 

You can keep things interesting by including quotes and stats. 

Quotes from executives or other stakeholders lend authenticity to the release as long as they align with the key message. Numbers, meanwhile, enhance your story’s credibility.  

Boilerplate

Press releases frequently include a section towards the end offering a brief overview of your company. 

Called the boilerplate, it’s basically a snapshot that helps readers understand who you are and what you do. 

To make it memorable, keep it around 100 words and highlight your mission, industry, and key achievements. 

No one will have the patience to read a novella on why you are amazing, but people will skim a paragraph that clearly communicates your value. Only list relevant facts. 

Contact Information 

End your press release by providing the contact information of the person/journalist so people can reach out to them with questions. 

Include their name, title, and email or phone number. You can also add links to extra resources, like press kits or high-resolution images.   

Writing Tips for Media-Friendly Press Releases

A Cision report found that 74% of journalists prefer to receive press releases over other types of materials. Still, you increase your odds of making a good impression if you follow best practices.

Keep It Concise and Clear

Too much information can overwhelm the reader. 

Experts agree that press releases should be around 300-400 words, which is enough to summarise the information. 

You can always provide links for background or additional details if needed. 

On a similar note, specialised language can turn off readers. When journalists don’t understand what you’re trying to say, they’re unlikely to cover your story. 

Therefore, avoid jargon and keep the wording as simple as possible. 

Focus on Newsworthiness

Journalists want to provide value to their readers, so they’ll only use your press release if it brings something new to the tale. 

When crafting it, put yourself in their shoes and see which angle would most appeal to them. 

You can also go the extra mile and tie your story to a current event or trend. That way, it will appear more relevant. 

For example, a company announcing a new fitness program can link the launch to a recent study that showed a concerning decrease in exercise among adults.

Use an Objective Tone

On a similar note, journalists aren’t particularly interested in helping you sell. 

If you use overly promotional language, your press release will come across as an advertisement rather than an announcement. 

You can avoid this by balancing facts with storytelling. When your press release tells a story, readers are more engaged, so the odds of getting picked up will be in your favour. 

Incorporate Multimedia Elements

Multimedia elements make your press release more absorbing. 

Besides, data shows that journalists leverage multimedia elements in their reporting. 81% use images, 47% incorporate videos, and 41% infographics.

Even so, they may not have hours to waste on sourcing images or graphics to accompany the article. 

Having these materials ready makes their job easier and increases your chances of landing coverage. 

Optimise for SEO

On top of sending your press releases to outlets, you might also publish them on your website, social media channels, or wire services. 

These materials can bring in SEO gains, especially if you optimise them.  

That means incorporating relevant keywords in the body of the press release and writing SEO-friendly headlines and subheadings. 

Given the fierce competition in SEO, every ounce of effort can help with search rankings.

Common Pitfalls to Avoid

Knowing what not to do can also help you craft a solid press release. Skilled PR writers avoid amateur mistakes: 

• Overusing superlatives: Exaggerated claims will be received with scepticism at best and an eye roll at worst (e.g. terms like life-changing, miraculous, revolutionary).
• Neglecting proofreading: Typos can also give journalists the ick, so edit your press release carefully and use tools like Grammarly to ensure it’s error-free.
• Burying the lead: Since journalists shouldn’t have to dig for the story, make it obvious by putting the main points at the top.
• Ignoring journalists’ needs: The media wants releases that are newsworthy and accurate; don’t waste their time with materials that are anything but.

Distribution Strategies for Maximum Pickup

Writing a good press release is only half the battle. Getting it to the right journalists also counts. Assess your current distribution strategy to see if you can make any adjustments.  

Timing Your Release

Most journalists prefer to receive press releases mid-week, with Tuesday the best day to land in their inbox. 

You have a better shot at catching their attention during the morning when they decide on which stories to cover that day. 

In contrast, sending a release during the weekend or at night might lead to it getting buried. You should also avoid pitching during peak work periods like holidays, elections, or breaking news. 

Leveraging Wire Services 

To reach a wide audience, PR experts can use press release distribution services. Think PR Newswire, Business Wire, or EReleases. 

These platforms send your releases to a wide array of outlets, but come with a series of drawbacks, too. 

Direct Outreach to Journalists

Reaching out directly to journalists can result in a higher return on investment since you have more control over the interaction. However, that means building a solid media list. 

Platforms like Muck Rack help you find media contacts that cover your topics. 

From there, research their previous work and browse their social media profiles to get a better feel for what they’re looking for. This helps you tailor your approach for maximum impact. 

Once you have a media list, it’s crucial to maintain it. Keep up with the journalists’ work and share relevant industry insights when appropriate. 

If you have an established relationship, they’re more likely to pay attention to your press releases.

Following Up Effectively

Sometimes, you send a release and never hear back. In some cases, the journalist might not be interested. In others, they might have missed your message entirely. 

To ensure it’s not the latter, follow up. A polite message a few days after the initial release will bring your story back to attention. 

Don’t be too pushy, though, or you risk alienating the journalist for good. If they still don’t reply after the follow-up, move on to other contacts.  

Using Social Media for Distribution

Press releases aren’t solely for traditional media. You can also publish them on social media to keep your fans updated. 

That said, you should tweak them to fit the medium. 

For instance, post a creative teaser highlighting the key points and include a call-to-action inviting followers to read the full release on your website. 

Add an exciting visual or a relevant hashtag to the mix, and you can potentially expand your reach. 

Who knows, maybe a journalist will stumble upon the post and decide to run a story.  

Final Word

Press releases that get picked up by media outlets are newsworthy, concise, and visually appealing. 

By perfecting your craft, you’ll be able to secure the kind of media coverage that does wonders for brand awareness and drives sales.