The modern press release must be sharp, human, and headline-worthy. Here’s how to write one that actually gets published in 2025.
In 2025, journalists receive hundreds of press releases daily—and open almost none. Why? Because most press releases are bland, bloated, and begging for attention. They don’t deliver value, clarity, or relevance. They’re written like marketing emails, not news.
Communicating information to journalists in advance through embargoed press releases is crucial. This ensures that journalists comply with the embargo, maintaining the integrity of the relationship between the issuing organization and the media.
If you want to land in Forbes, Rolling Stone, or TIME, your press release has to work for the journalist—not just for you. It needs a real story, not fluff. Real structure, not hype. And real urgency, not desperation.
In this article, you’ll learn how to write a press release that gets opened, read, and published—not deleted.
What a Modern Press Release Must Do
In under 500 words, it must:
- Deliver a story that’s relevant now
- Be easy to skim and quote from
- Make the journalist look smart for publishing it
- Provide clear next steps or contact info
- Contain SEO-worthy links and quotes
The body of a press release typically consists of four to five paragraphs and has specific word limits.
It’s no longer just a corporate formality—it’s a conversion tool. Not for customers, but for editors.
Understanding the Audience
Understanding the audience is crucial for effective press release distribution and media outreach. News organizations and media outlets cater to diverse audiences with varying interests and preferences. To reach your target audience, consider the type of news media, press freedom worldwide, and the overall media landscape. Many journalists and reporters cover specific beats, such as politics, entertainment, or sports, and may be particularly interested in stories related to their area of expertise.
Tailoring your press release to appeal to the intended audience is essential. This means considering the tone, style, and language used in your writing. A well-crafted press release can inform and engage the audience, generating interest and coverage in the media. Remember, your audience may include other journalists, readers, and viewers who are interested in the story or topic being reported.
By understanding the audience and their needs, media professionals can create effective press releases that resonate with their target audience, ensuring better media coverage and engagement.
Step 1: Lead With a Real Headline
Your headline is your entry ticket. If it doesn’t grab attention, no one’s reading the rest.
Bad: “Company X Announces Exciting New Partnership”
Good: “Miami Startup Partners With Luxury Designer to Launch Biometric Smartwear”
Make it timely, specific, and culturally relevant. Use industry keywords, avoid jargon, and write it like a journalist would.
Pro Tip: Use tools like CoSchedule Headline Analyzer to test headline strength.
Step 2: Write a First Paragraph That’s Pure Facts
The first paragraph is your hook and should include:
- Who is doing what
- What is happening
- When and where it’s happening
- Why it matters
Journalists are expected to withhold information until a specified date or time to maintain professional relationships and credibility.
Example:
LOS ANGELES, CA — June 1, 2025 — Celebrity choreographer Tobias Ellehammer has partnered with YouTube Music to launch “Movement: A Global Dance Initiative,” aiming to spotlight underrepresented dance communities in 12 countries.
Punchy, clear, and story-driven.
Step 3: Use Quotes That Add Context, Not Fluff
Journalists often copy-paste quotes—so make them count.
✅ Good quote:
“Dance is a universal language, and this project proves it can also be a tool for justice,” says Ellehammer.
❌ Bad quote:
“We are thrilled to be working with YouTube Music to reach global communities.”
Your quotes should add emotion, values, or personal insight—not restate facts.
Step 4: Include Relevant Data or Proof
Numbers anchor your story. Use:
- Revenue milestones
- Audience growth
- Event attendance
- Social media reach
- Award wins or nominations
- Investor figures or acquisition details
Press releases serve as primary sources, offering new information about events or announcements.
In just three days, the initiative’s announcement video surpassed 2.4 million views across platforms.
Journalists love verifiable metrics they can cite.
Step 5: Add One Strategic, DoFollow Link
Don’t overload your release with links—use one that drives value and SEO:
- Product or campaign page
- Founder or artist bio
- Verified press kit
- Booking or RSVP form
Example:
View the full “Movement” project timeline and global artist map.
Make sure it’s clear, clickable, and adds context.
Step 6: Write a Strong Boilerplate
At the bottom, add a concise “About” section.
About Tobias Ellehammer
Tobias Ellehammer is a Danish-born choreographer known for cinematic dance storytelling. He has worked with icons like Doechii, Jason Derulo, and TLC, and was recently profiled in The Mirror and Dance Magazine. He is the founder of Anomaly, a progressive dance company based in Los Angeles.
Keep it under 100 words. Include brand tone and media credibility.
Step 7: Format Like a Pro
Formatting affects readability and whether your press release gets published. Use:
- Bold for subheads
- Single spacing
- Short paragraphs (2–3 lines max)
- Bullet points for clarity
- Italics for publication titles
No logos, weird fonts, or embedded images—those crash email systems and confuse editors.
Step 8: Attach High-Quality Visuals Separately
Include:
- Headshots or team photos
- Product images
- Event flyers or posters
- Logo files
- Behind-the-scenes photos if relevant
Send via Dropbox, Google Drive, or a press kit folder—don’t attach huge files to the email.
Step 9: Include Media Contact Info
At the very bottom:
Media Contact:
Name
Email
Phone
Website
Socials
If you’re working with a PR agency like VUGA Media Group, list their rep. This adds legitimacy and responsiveness.
Step 10: Make the Subject Line Work for You
Use your press release headline in the subject, but make it punchier:
SUBJECT: “From YouTube to Global Stages: XXX Launches Dance Justice Campaign”
Avoid: “Press Release Attached” or “Announcement from XXX”
Also good:
- “EXCLUSIVE STORY OPPORTUNITY: Global Dance Project Launch”
- “Forbes Feature Angle: Using Dance to Drive Global Equity”
Distribution and Reach
The distribution and reach of a press release are critical factors in determining its success. Press releases can be distributed through various channels, including newswire services, email, and social media. News organizations and media outlets often have their own distribution networks, allowing them to reach tens of thousands of readers and viewers.
TV stations, radio stations, and online media outlets can also be used to distribute press releases and reach a wider audience. The reach of a press release can be extended by using multimedia content, such as video and audio, to enhance the story and make it more engaging. Additionally, press releases can be optimized for search engines to improve their visibility and reach a larger audience.
By using a combination of distribution channels and techniques, media professionals can increase the reach and impact of their press releases. The goal of distribution and reach is to get the press release in front of the right people, including journalists, editors, and other media professionals who can help to amplify the story.
Measuring Success
Measuring the success of a press release is essential to understanding its impact and effectiveness. Media professionals can use various metrics to gauge success, including the number of media outlets that pick up the story, the reach and audience size, and the tone and quality of the coverage.
Data and analytics can be used to track the performance of a press release and provide insights into its success. The success of a press release can also be measured by the number of interviews, articles, and reports generated as a result of the press release. Media professionals can use tools and techniques, such as media monitoring and analysis, to track the coverage and measure the success of a press release.
By measuring the success of a press release, media professionals can refine their strategy and improve the effectiveness of their media outreach efforts. The goal of measuring success is to understand what works and what doesn’t, and to make adjustments to improve the impact and reach of future press releases. By using data and analytics to measure success, media professionals can make informed decisions and optimize their press release distribution and media outreach efforts.
Common Mistakes to Avoid
There are several common mistakes to avoid when creating and distributing press releases. One of the most common mistakes is failing to understand the audience and tailor the press release to their needs and interests. Another mistake is using a style or tone that is not suitable for the media outlet or audience.
Press releases should be free of errors, including grammatical, spelling, and factual mistakes. Media professionals should also avoid using jargon or technical terms that may be unfamiliar to the audience. The press release should be concise and to the point, avoiding unnecessary detail or background information. The deadline for the press release should be realistic, allowing sufficient time for media outlets to review and cover the story.
By avoiding these common mistakes, media professionals can create effective press releases that resonate with their target audience and generate coverage in the media.
Final Thoughts
A press release is still one of the most effective tools in media—if done right. In a time when inboxes are flooded and attention is short, your press release needs to work harder than ever.
Be sharp. Be relevant. Be fast. Because if you can write like a journalist, you’ll get published by them, too.
VUGA Media Group is a global media powerhouse with direct access to over 1,000 of the world’s leading publications and a proprietary network of 15,000 verified journalists. We work with major brands, celebrities, influencers, producers, and businesses across every industry to craft powerful narratives and deliver guaranteed media coverage. With over 1,000 clients served worldwide, our results speak for themselves. Contact us—and let us make you famous.
