How to write a press release that gets picked up by media

Executive overview

Journalists need stories and are under constant pressure to produce content. A well-crafted press release is the primary tool for earning media coverage without paying for it.

Press releases are the fuel behind earned media — and any business event can be newsworthy.

What counts as newsworthy

• New product launch
• Leadership appointment (e.g. new CEO)
• Upcoming event
• New brand partnership

Build your target media list first

• Identify publications, bloggers, and news sites covering your niche
• Research competitor backlinks using a tool like SEMrush to find publications already covering similar businesses
• Maintain a simple spreadsheet of contacts: name, email, and notes

The inverted pyramid framework

• Headline — peaks interest and summarises the story
• Paragraph 1 — condenses the whole story in 20–30 words: who, when, where
• Paragraph 2 — background context and why it's happening
• Paragraph 3 — how the story developed
• Paragraph 4 — quotes from a key player, spokesperson, or celebrity
• Paragraph 5 — purchase details, cost, website, participating locations

Standard press release elements

• Logo in the top right corner
• "Press release" label with date of issue
• Embargo notice if news must not be shared before a specific date — include date, time, and time zone
• Media contact: full name, email, and phone number
• Closing boilerplate: 2–3 sentences describing the business

Distribution

• Email journalists individually with a personalised note — especially important for unknown brands
• Publish the release on your own website or press page
• Build relationships with press contacts over time; persistence drives results