Five ways to make sure your press release is actually newsworthy
You can write the perfect press release, craft an attention-grabbing headline and include a brilliant quote, but none of that guarantees coverage. The reality is that journalists receive hundreds of press releases every week, and only a handful make the cut.
The difference isn't always in the writing; it's also in the story. If it informs, surprises, inspires, or sparks conversation, you're already far more likely to grab a journalist's attention.
Here are five ways to give your press release the best possible chance of standing out.
Start with the question: "Why would anyone care?"
It might sound blunt, but it's the most important question you can ask yourself. Every successful press release should start with a strong reason for being written. If the story only matters to your business, it's unlikely to matter to a journalist or their readers.
Instead of focusing on what you've done, focus on why it matters. Has it solved a problem? Is it affecting your industry? Does it have an impact on your local community? Has something unexpected happened?
If your headline wouldn't make you stop scrolling, it probably needs more work.
Find an angle that only you can tell
Journalists aren't looking for information they can find with a quick online search. They're looking for fresh perspectives and real experiences. The strongest stories are often built around first-hand insight rather than researched answers and perfected quotes full of jargon.
For example, if you’re a farmer wanting to write about the impact of hot weather on farming, you can bring in personal stories to sell your side. Headlines such as “How I lost 25% of my crops during Britain’s hottest summer” or “What six weeks without rain made me change on my farm” are much more attention-grabbing than rehashing the same information.
Write to inform, not to sell
One of the quickest ways to lose a journalist's interest is to turn your press release into a sales pitch. Instead of telling readers why your company is the best, show them why your expertise matters. Write releases that offer practical advice, share industry insight and comment on current issues.
Position yourself as someone worth listening to, rather than someone trying to make a sale, and you will gain more credibility and often exposure than a release focused on your business.
Back up your story with evidence
A strong opinion is good, but a strong opinion supported by evidence is better. Whether it's industry statistics, survey results, customer data or recent research, credible evidence helps prove your point and gives journalists a stronger reason to cover your story.
For example, if you're discussing recruitment challenges, don't simply say they're increasing; instead include the latest figures with a source, explain how they've affected your business and offer expert insight into why it matters.
Evidence can transform your opinion into authority and position you as a reliable source. Recent evidence can also help make your piece more relevant and newsworthy.
Don't underestimate the power of a great image
A compelling image can make the difference between your story being overlooked or picked up. Journalists are far more likely to use a press release that comes with professional, high-quality photography. Not only does it save them time, but it makes the story more engaging for their readers.
Unless appropriate, we suggest avoiding staged corporate headshots. Instead, provide images that tell the story, whether that is the team in action, at an event or demonstrating the work you’re talking about.
Our top tips for creating the best image are: make sure it is in landscape, high-resolution, well-lit and relevant to the story.
If you need help with your press releases, get in touch with us today at hello@chapterii.agency
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