Tired of press releases that go nowhere? Here’s how to craft the perfect pitch that journalists want to open—and editors want to publish.
Press releases are the gateway to real media coverage. But in 2025, most press releases never get opened—let alone published. Why? Because they’re written like boring ads, sent to the wrong people, or lack a clear hook.
If you want your press release to land in Forbes, Rolling Stone, or Elle (or even your local paper), you need to write like a journalist, think like an editor, and pitch like a strategist. Whether you’re launching a product, promoting an artist, or building brand authority, this guide will show you exactly how to write a press release that gets noticed.
What Is a Press Release?
A press release is a short, structured news announcement that tells the media about something important. The first press release was created by Ivy Lee in 1906 to guide the narrative during a crisis. It should:
- Be newsworthy (not promotional)
- Include who, what, when, where, why
- Be formatted for easy publishing
- Contain quotes, data, or visuals
- Offer contact info for follow-up
Providing comprehensive details, such as quotes, event specifics, and necessary background information, is crucial in capturing the audience’s attention and assisting journalists in understanding the news being communicated.
Journalists and editors get hundreds of releases every week. Your goal? Make it easy to say yes.
The concept of the press release was pioneered by Ivy Lee while working for the Pennsylvania Railroad, marking a pivotal moment in public relations history.
Understanding the Purpose of a News Release
A news release, also known as a press release, is a written statement designed to inform the public about a specific person, event, service, or product. The primary goal of a news release is to demonstrate its newsworthiness to editors and reporters, thereby generating media coverage and attracting attention from potential customers. By crafting an effective press release, businesses and organizations can build credibility, establish relationships with media contacts, and enhance their online visibility. Whether announcing a new product launch, a business partnership, or a significant achievement, a well-written press release can help you reach a broader audience and create a lasting impact.
Step 1: Choose the Right Time and Topic
Your press release must be tied to something newsworthy. Not every update deserves a press release. Ask yourself:
- Is this happening right now?
- Does it affect a group, not just me?
- Can this be framed as cultural, financial, social, or artistic impact?
Newsworthy topics include:
- Product launches
- Partnerships or investments
- Celebrity endorsements or collaborations
- Awards, achievements, or record-breaking milestones
- Public events, exhibitions, premieres
- Thought leadership tied to major trends
- Business update
Pro Tip: Tie your story to a trending topic. Editors love relevance.
Effective media distribution strategies can help you reach new audiences and expand your market reach.
Step 2: Create a Powerful Headline
Your headline is the only chance you get to hook a journalist. It must focus on:
- Being specific
- Highlighting the most interesting element
- Avoiding hype language like “amazing” or “incredible”
- Sounding like a headline you’d see in a magazine or blog
Bad: “Our New Product Is Finally Here!” Good: “Miami Startup Launches World’s First AI-Powered Tattoo Design App” Great: “From Miami Ink to Machine Learning: Local Startup Launches AI Tattoo Designer”
Make editors curious enough to read the first paragraph.
Step 3: Follow the 5-Part Press Release Format
Your press release should include:
- Headline – short, punchy, and journalistic
- Subhead (optional) – expands on headline with key context
- Lead paragraph – answers who, what, when, where, why in 2–3 sentences. Ensure it contains key details to quickly convey the essential information.
- Body – includes quotes, data, background, and relevance
- Boilerplate – a short “about us” section at the end
- Media Contact – name, email, phone number, and website
Example lead paragraph:
MIAMI, FL — May 6, 2025 — South Florida-based fashion label ExoSkin today announced the launch of its Summer ‘25 collection, blending 3D-printed textiles with biodegradable fabrics. The line will debut at Florida Men’s Fashion Week, backed by investors from Milan and New York.
Make sure your city, date, and announcement come immediately. Adhering to the inverted pyramid structure ensures that the most critical information is presented first.
Step 4: Add Compelling Quotes
Quotes are the only part of a press release that journalists don’t rewrite. Use them to inject opinion, emotion, and expertise.
Use 1–2 quotes max. They can come from:
- The founder or CEO
- A collaborator or celebrity involved
- An investor or client
- A subject-matter expert
- The new CEO
Example:
“Sustainability doesn’t have to be boring,” says designer and founder Marcia Lee. “We’ve proven it can be radical, luxurious, and rooted in culture.”
Avoid generic quotes like: “We are excited to launch this…”
Step 5: Include Supporting Material
- High-res images (JPEGs or Dropbox link)
- Video links if relevant (YouTube, Vimeo)
- Logos and brand assets
- External links to product, event page, or media kit
- Important details such as dates, themes, and notable speakers
Editors love ready-to-publish content. The easier you make their job, the better your chances.
Step 6: Add Your Boilerplate
At the bottom, add a 2–3 sentence “About” section for your company or brand. This gives context and establishes credibility.
Example:
About ExoSkinFounded in 2020, ExoSkin is a Miami-based fashion brand creating eco-forward streetwear with futuristic design. As an organization committed to sustainability, its pieces have been featured in Vogue Italia, Hypebeast, and WGSN trend forecasts. Timely publication of our press releases ensures they reach influential journalists and audiences.
Include website URL and contact.
Step 7: Write a Clear, Personal Email Pitch
The press release is not the pitch. Creating press releases is essential, but the pitch is your short, personal email that introduces the story.
Keep it under 100 words. Include:
- A strong subject line (ideally the press release headline)
- 1–2 sentence intro
- Why it matters to their readers
- The full release pasted below or attached
- Contact info for interview or questions
Example:
Subject: Miami Artist Launches “WAR” Series With Sculptural Canvases Made From Bandages and Currency
Hi [Name],
I’m reaching out with a story I think will resonate with your arts and culture audience. Victoria Unikel just unveiled her latest collection, “WAR,” which uses stitched canvases and embedded real currency to comment on the value of life and conflict. The show opens this week in Aventura.
Full press release below. Let me know if you’d like images, quotes, or a quick interview.
[Your Name] [Phone] [Email] [Website]
Effective reporting in your press release ensures clarity and relevance, helping to deliver the intended message to your audience.
Step 8: Distribute Strategically
Here’s where most people fail. Press releases don’t work unless you send them to the right people. Press releases are designed to inform the news media, which is a crucial resource for journalists to gather information and start stories.
Your options:
- Use a PR distribution service (beware low-quality mass blasts)
- Build a personal media list (research journalists by topic)
- Hire a PR agency that guarantees results
- Use platforms like Qwoted, Muck Rack, or Prowly
Don’t just spray and pray. Target 10–25 specific journalists who actually cover your niche. Additionally, leverage online platforms, including social media and free news channels, to publish updates at little to no cost, enhancing your marketing strategy and outreach efforts.
Building a Targeted Media List for Media Coverage
To maximize the impact of your press release, it’s crucial to build a targeted media list that includes the right journalists and media outlets. Start by researching online media outlets, such as PR Newswire, and identify journalists who have covered similar topics in the past. Creating a well-researched list of media contacts ensures that your press release reaches those who are most likely to be interested in your story. By targeting the right journalists, you increase your chances of generating media coverage and effectively reaching your target audience.
Benefits of Using a PR Agency
Partnering with a PR agency can be highly beneficial for businesses and organizations looking to create and distribute effective press releases. A PR agency can assist with crafting compelling press releases, building media relationships, and distributing your news to the right media outlets. By leveraging the expertise of a PR agency, you can gain more brand awareness, build credibility, and establish connections with key media contacts. This professional support can significantly enhance your public relations efforts and ensure your press releases achieve the desired impact.
Step 9: Follow Up (Without Spamming)
If companies don’t hear back, send 1 polite follow-up after 48–72 hours.
Example:
Hi [Name], just checking in to see if you saw my note about [Topic]. Happy to resend images or set up a quick call if helpful. Thanks again!
If they don’t respond, move on. Your second pitch might be the one that lands. Effective messaging can engage consumers by providing them with information that resonates with their interests and values, ultimately enhancing brand connection and trust.
Establishing a Relationship with a Media Contact
Building a relationship with a media contact is essential for generating media coverage and attracting attention from potential customers. To establish a strong connection, start by researching the media contact’s previous work and tailoring your pitch to their interests. Personalize your communication and follow up with a polite and professional email. By nurturing these relationships, you increase your chances of getting your press release published and effectively reaching your target audience.
Step 10: Promote the Coverage You Get
Once your release gets published:
- Share it on all your socials
- Add it to your website under “Press”
- Use quotes from it in future marketing
- Send it to your email list
- Run an ad campaign using the headline
- Include it in your investor or grant decks
Press that nobody sees is wasted PR. Amplify the win.
A great press release opens doors. It’s your ticket to real media coverage that builds authority, visibility, and momentum. But to get published in today’s crowded media world, you need more than just an announcement. You need clarity, strategy, and storytelling. Make sure to communicate the full story to capture the attention of your audience.
When you learn to pitch like a publicist and write like an editor, press becomes power—and your brand becomes impossible to ignore. Additionally, consider how your press releases can support small businesses, as demonstrated by Ogilvy’s initiative during the COVID-19 pandemic.
Evaluating the Success of Your Press Release
Evaluating the success of your press release is crucial to understanding its impact and making improvements for future releases. Track the number of media outlets that publish your press release, monitor social media shares, and analyze the increase in website traffic. By examining these metrics, you can determine the effectiveness of your press release and refine your public relations strategy accordingly. Continuous evaluation helps you identify what works and what doesn’t, enabling you to create more impactful press releases in the future.
Optimizing Your Press Release for SEO
Optimizing your press release for SEO is vital for increasing its online visibility and attracting organic traffic. Start by including relevant keywords, such as “press release” and “media coverage,” in the headline and first paragraph. This helps search engines understand the content and improves your chances of getting published on online media outlets. Additionally, ensure your press release includes a clear and concise headline, background information, and contact information to enhance its visibility and credibility. By optimizing your press release for SEO, you can reach a wider audience and maximize the impact of your news.
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.
