Writing Press Releases That Get Picked Up

Editors receive far more releases than they can use, so the first paragraph must answer who, what, when, and why. Lead with the news itself rather than the company history. If an editor can understand the story from the headline and first two sentences, the release is far more likely to be used.

Include verified facts, a named spokesperson, and a way to reach them. Quotes should add perspective rather than repeat marketing language. Keep the release short, attach relevant images or data, and send it to journalists who already cover the topic instead of broadcasting it to everyone.