Why Your Press Release Isn’t Getting Noticed (And How to Fix It)

Every day thousands of press releases land in journalists’ inboxes through services like Pressat, PR Newswire and Business Wire.

Most of them never become stories.

Not because journalists are lazy or uninterested, but because many press releases fail to answer one simple question quickly enough:

“What is the actual news here?”

After decades of newsroom experience, many journalists admit they spend the first few seconds of a release trying to work out its point. If the story isn’t obvious immediately, they move on.

For businesses hoping to gain coverage, understanding how journalists read press releases can make the difference between being ignored and being published.

The Problem With Most Press Releases

Many companies write press releases like marketing brochures. They begin with branding, mission statements, and corporate language before getting to the actual announcement.

A typical opening might read something like:

“XYZ Ltd today reaffirmed its commitment to innovation and customer excellence…”

At this point a journalist still has no idea what has actually happened.

Editors are looking for a clear news event, a launch, partnership, report, trend, price change, or major milestone. 

If the release buries that information halfway down the page, or even worse, in the last paragraph, the chances of it being read drop dramatically.

The 5-Second News Test

A good press release should pass a simple test.

If a journalist reads only the first two sentences, they should immediately know:

what happened

who did it

why it matters

If that information isn’t clear straight away, rewrite the opening.

For example:

Weak opening:

“ABC Technologies continues its mission to transform the digital landscape.”

Stronger opening:

“ABC Technologies has launched a new AI tool that helps small businesses cut customer service costs.”

The second version tells a journalist instantly whether the story is relevant.

Tricks to Make Your Release Stand Out

Lead with the news.

Your first sentence should contain the announcement.

Give a reason it matters now.

Tie your story to a trend, price change, new regulation, or current issue.

And don't use First Person in your press release. Because a press release that says "I" or "we" do something would, when seen by a reader of the publication as something the publication is doing. Instead, use a third person perspective, such as "The company will do..." instead.

Use one strong quote.

Journalists rarely use long quotes. One clear sentence is far more valuable.

Cut the feature list.

Three key points are better than ten minor details.

Keep it short.

Most newsroom rewrites end up around 350–450 words.

Think Like a Journalist

The most effective press releases read less like advertising and more like a short news article.

When companies focus on the story rather than the promotion, journalists can see the value instantly, and that dramatically increases the chances of coverage.

There are several companies who can help you submit your press releases to news outlets. These are some of them:-

Pressat:

https://pressat.co.uk

PR Newswire:

https://www.einpresswire.com

Responsesource:

https://www.responsesource.com

The Hidden Dangers of Stuffing Press Releases with Too Many SEO Keywords

Bad news. He'll not use your SEO bloated press release

Search engine optimisation matters. Visibility matters. But when it comes to press releases, trying to force SEO too hard can quietly undermine everything you’re trying to achieve.

Keyword-bloated press releases don’t just look clumsy – they can actively damage credibility, reach, and results.

Press Releases Are for People First

A press release has one primary job:

to communicate news clearly to journalists, editors, and real readers.

When a release is crammed with repeated keywords, awkward phrasing, and unnatural sentences, it becomes obvious that it wasn’t written for humans.

Editors notice immediately – and once credibility is lost, the release is far more likely to be ignored entirely.

Keyword Stuffing Signals Low Quality

Search engines have moved on. They now prioritise clarity, relevance, and genuine usefulness.

Over-optimised press releases often trigger red flags:

Repetitive phrases that add no value

Sentences written around keywords rather than having meaning

Paragraphs that feel padded rather than informative

Instead of helping SEO, excessive keyword use can 

 reduce visibility by making content appear spammy or low quality.

Journalists Will Simply Skip It

Most journalists skim first. It's all they have time for, especially on deadline day. If the opening paragraph reads like a shopping list of keywords rather than a clear news hook, the release won’t survive the first few seconds.

Whilst working as the new editor for a print magazine I received a press release via email that was stuffed full of SEO keywords that actually had url links embedded within them. Utterly pointless as the magazine copy was saved as a text file and then loaded into InDesign for page creation. And would not have survived the process of converting to use on a website, either due to formatting issues.

Eventually after wasting a considerable amount of time on the press release I realised that it was pretty much junk, so I deleted it.

Especially when working to a deadline an editor or journalist has no time to deal with press releases bloated with keyword logorrhoea. 

A press release should answer:

What’s happened?

Why does it matter?

Who is it for?

If those answers are buried under keyword clutter, the story is lost.

It Dilutes Your Actual Message

Ironically, the more keywords you force in, the less memorable your message becomes.

Strong press releases focus on:

One clear angle

One main announcement

One compelling reason to care

When every sentence is bent to serve SEO, the story itself gets watered down.

It Can Harm Brand Perception

A badly optimised press release doesn’t just affect that one announcement – it reflects on your business as a whole.

Over-stuffed content can make a brand appear:

Inexperienced

Desperate for attention

Unprofessional

That’s not the impression most businesses want to leave with the media.

The Smarter Approach to SEO in Press Releases

SEO doesn’t need to be abandoned – it just needs restraint.

A better balance includes:

One primary keyword used naturally

A small number of related terms where they genuinely fit

Clear, readable sentences written for humans first

Headlines that inform, not over-optimise

If the press release reads well aloud, you’re usually on the right track.

Final Thoughts

Press releases are not blog posts. They’re not landing pages. And they’re definitely not keyword dumping grounds.

When clarity, relevance, and genuine news come first, SEO tends to follow naturally. When SEO is forced, both humans and search engines tend to push back.

Sometimes, saying less – but saying it well – is the most effective optimisation of all.

Why an Outdated Press Office Costs Businesses and Charities Media Coverage

If you media information is outdated, nobody is happy 

Why outdated press pages frustrate journalists and cost businesses and charities valuable media coverage... and how to keep your press office credible.

For journalists, producers, bloggers, and editors, a well-maintained press and media section is a sign of a serious, credible organisation.

It shows that you understand how the media works, that you value coverage, and that you are prepared to engage professionally.

Unfortunately, far too many businesses, charities, and organisations undermine themselves at the final hurdle.

A journalist can be reading an interesting, relevant, well-written press release, only to click through to the “Press” or “Media” section of the organisation’s website and discover that the latest press release is two or even three years old. 

UPDATE: I just found a "new" press release on a charity website that is five years old and mentioning the problems caused by COVID.

At that moment, enthusiasm drains away and frustration begins to take over.

Why Out-of-Date Press Pages Are a Red Flag

From a media professional’s perspective, an outdated press office raises immediate concerns:

Is this organisation still active?

Do they take media relations seriously?

Will anyone respond if I make contact?

Is the information accurate and current?

Journalists work under tight deadlines. They do not have the time to chase organisations that appear dormant, disorganised, or uninterested in engagement.

If your press page looks abandoned, your story is far less likely to be pursued, no matter how good it is.

First Impressions Matter More Than Ever

Your press and media page is often viewed before any contact is made.

It should immediately reassure journalists that:

The organisation is active

Information is current

Contact details are correct

Press material can be trusted

An outdated press section does the opposite. It creates doubt, friction, and hesitation, all of which make it easier for a journalist to move on to another story.

Common Press Office Mistakes

Many organisations fall into the same traps:

1. “We’ll update it later”

Press pages are often built during a website redesign and then quietly forgotten. Months pass. Then years.

2. Only updating when there’s ‘big news’

Smaller updates still matter. Partnerships, appointments, milestones, awards, and campaigns all demonstrate activity.

3. No named media contact

Generic inboxes with no named press contact feel impersonal and unreliable.

4. Old PDFs and broken links

Nothing signals neglect faster than links that no longer work.

What Journalists Actually Want to See

Keeping your press office current does not require a full-time PR team. It requires consistency and awareness.

At minimum, journalists expect:

Press releases dated within the last 3–6 months

A clearly named press or media contact

A working email address and phone number

A brief “About Us” summary they can trust

Access to logos or images if available

Even modest updates reassure journalists that your organisation is alive, responsive, and professional.

The Cost of Neglecting Your Press Page

An outdated press office doesn’t just lose you coverage — it can actively damage your reputation.

It suggests:

Poor internal communication

Lack of planning

Low priority given to transparency

Missed opportunities for visibility

For charities, this can affect funding and public trust.

For businesses, it can impact credibility with customers, partners, and investors.

For SMEs, it can mean missing the very exposure that could help them grow.

A Simple Maintenance Rule That Works

If you take nothing else from this article, follow this rule:

If your latest press release is over a year old, your press office is overdue for attention.

Set a reminder to review your press page every quarter. Even adding a short update or statement can make a meaningful difference.

Press Offices Are Not Just for Big Organisations

There is a common misconception that only large corporations need a press office.

In reality:

Local businesses

Community groups

Charities

Start-ups

SMEs

…all benefit from appearing press-ready.

Local journalists, trade publications, bloggers, and niche media outlets regularly look for credible sources — but they will not chase organisations that appear disengaged.

Final Thought: Don’t Let Good Stories Die on Your Website

It is genuinely frustrating for journalists to find a promising press release, only to discover that the organisation behind it appears to have stopped communicating years ago.

Your press office should work for you, quietly opening doors, building trust, and making it easy for the media to say “yes”.

Keeping it up-to-date is not a luxury.

It is a basic, powerful business discipline.

And in a competitive media landscape, it can be the difference between being featured, or being forgotten.

One of the things you can do is to work with organisations like Pressat to help them send press releases out to relevant journalists, publications, broadcasters, etc:-

"Why Every Organisation, From SMEs to Large Corporations and Charities, Should Use Pressat to Reach the Media"

https://thats-business.blogspot.com/2025/12/why-every-organisation-from-smes-to.html

Why Every Organisation, From SMEs to Large Corporations and Charities, Should Use Pressat to Reach the Media

Discover why SMEs, large corporations and charities benefit from using the Pressat newswire service to gain media coverage, boost visibility and build long-term brand credibility.

In a crowded marketplace, even the most innovative business or the most impactful charity can struggle to get its message heard. 

Journalists’ inboxes are overflowing, social media algorithms change daily, and consumers are bombarded by more content than ever before. 

This is where a trusted newswire service becomes essential, and why Pressat remains one of the UK’s most effective tools for distributing press releases with real impact.

Whether you run a small family business, a growing SME, a national brand or a charitable organisation, Pressat offers a fast, efficient and credible route to media exposure that you simply cannot achieve through organic reach alone.

A Direct Line to Journalists and Media Outlets

Busy journalists find Pressat very helpful

One of Pressat’s biggest strengths is its established network of verified journalists, editors, bloggers and media outlets across the UK and beyond. 

Instead of hoping your email reaches the right person, Pressat ensures your announcement appears directly in the inboxes and news feeds of people who are actively looking for stories. 

From my personal perspective this service works well as my inbox receives special emails concerning my specific requirements from Pressat.

For SMEs and charities in particular, this levels the playing field. You don’t need an in-house PR team to get national coverage, Pressat does the heavy lifting for you.

Immediate Visibility in Major Search Engines

Press releases published through Pressat are indexed quickly by Google, Bing and other major search engines. For organisations of all sizes, this delivers:

A boost in online visibility

Fresh, relevant content for search engines to recognise

Improved brand authority

Higher chances of appearing in news search results when people look up your industry or cause

For businesses working on SEO and brand recognition, this alone makes Pressat an invaluable tool.

Targeted Distribution for Better Engagement

Pressat allows users to tailor their distribution to specific sectors such as:

Finance

Technology

Retail

Hospitality

Health and wellbeing

Charities and non-profits

Environment and sustainability

This ensures your news reaches media professionals who actually cover your field, increasing the likelihood of engagement, follow-up queries and coverage.

Building Long-Term Brand Credibility

Press releases are more than just announcements they build a digital footprint. With consistent use, Pressat helps organisations establish:

Proven legitimacy

A history of growth and activity

A steady trail of authoritative media mentions

For charities, this reinforces trust with supporters. For SMEs and larger companies, it signals to customers, suppliers and investors that you are active, transparent and evolving.

Cost-Effective PR for Organisations Without Big Budgets

Hiring an agency or in-house PR team can be expensive. Many small businesses and charities simply can’t justify the cost. Pressat provides an affordable alternative:

No monthly retainers

No complex contracts

Simple, clear pricing per release

You stay in control of your budget while still accessing a professional media distribution service.

Support for Time-Pressed Organisations

Pressat offers additional features such as writing assistance, proofreading and editing. This is ideal for busy SMEs, stretched charity teams or corporate departments needing to get polished, accurate news out quickly.

The platform ensures your announcement is crafted in the right format, using journalist-friendly language and industry-standard layout, all essential for successful coverage.

An Essential Tool in Modern PR

In today’s media environment, relying on traditional outreach alone simply isn’t enough. A high-quality newswire service bridges the gap between organisations and the journalists who shape public conversation.

Pressat offers:

Speed

Reliability

Clear distribution channels

SEO advantages

Affordable access

Professional production standards

Whether you’re promoting a new product, announcing a charity campaign, highlighting achievements or sharing financial results, Pressat ensures your story is seen, heard and taken seriously.

https://pressat.co.uk/news-distribution

New Study: Getting what you pay for, free newswires that are worth your time

B2B PR agency reveals which free newswires help to raise awareness online – and which ones don’t

Vitis PR, a Birmingham-based UK B2B PR agency, has announced the results of its study into free newswires.

Free newswires across the UK and US are fighting to attract the attention of small businesses and PR agencies that want to save on online news distribution costs. While many have paid for options, the freemium model can introduce a newswire’s services to companies/agencies that want to spread news to journalists, bloggers and online cost effectively.

Vitis PR has researched and trialled 60 free newswires to determine how well the services work and what additional benefits, such as free hyperlinks and distribution to journalists/bloggers.

Vitis PR issued a series of press releases using the sites and evaluated the results in terms of both PR and SEO benefit. The research focused on the following:

1. Do journalists and bloggers actually use the press releases on free sites for news content?

2. Does the release appear on Google News?

3. Does the release appear in a Google web search?

4. How easy to use are free release sites?

5. What help (if any) are free press release sites for link building?

6. Could we use the sites to help 'own' the search results for a targeted phrase?


The results include:

Best free press release site for reaching journalists, bloggers, editors and other influencers

Winner: none!

The same press releases were also sent to journalist contacts and were all picked up, so the quality of the submitted material wasn’t in question. These wires simply don’t get the attention of journalists or bloggers.

Best free press release site for Google News

Winner: Online PR News

Runners up: Open PR, PR Fire

Just a handful of free news distribution sites were actually picked up by Google News, though the majority did offer paid for options which increased chances of appearing.

Best free press release site for appearing in Google web searches

Winner: PR Fire

Runners up: News Wire Today, PR Zoom, Idea Marketers

Appearing in web searches may be valuable as a way of trying to place news in front of people searching for your target phrases - though it is unlikely this will be effective where the target phrases are more than moderately competitive.

Best free press release site for building links

Winners: Idea Marketers, PR Zoom, Business Services UK

Simply posting the release to some of the distribution sites does give some limited SEO benefit because the sites do provide links and a few allow users to tailor the anchor text - most sites however, either didn't give a link or gave a 'nofollow' link. None of the releases were picked up by third-party sites that might be considered to be valuable for link building, so it seems that there is little value in relying on free press release distribution sites for link building.

Jaspal Sahota, Director of Vitis PR commented: “We wouldn’t recommend that a PR agency or company relies on using a free press release distribution service to get news in front of journalists and bloggers. The odds are that it isn't going to work except perhaps in a few special cases. If you really must use a wire service to reach influencers, you'd be better served with a premium service, which sends news out to databases of journalists and bloggers and often syndicates news to other websites. Having said that, one of the best ways to get journalist or bloggers interested in your news is traditional PR media relations - find the right contact, get your story straight and pitch it.

Some of the services offer extra benefits for as little as a dollar so, if you’re investing the time to use a free wire service, it makes sense to spend a few extra dollars (or pounds) to get the best out of it.”

To see the full results of the research, please visit: www.vitispr.com/blog/free-press-release-sites

To find out more about Vitis PR, contact Jaspal Sahota on 0121 242 8048 or via jas@vitispr.com.

(EDITOR: Or use the modestly priced paid for services of www.responsesource.com)

How to write and submit press releases that will get published as stories

The second in its series of free PR case-studies titled “The Biggest PR Mistakes of All Time” has been published by The PR Training Centre and can be downloaded free of charge at www.theprtrainingcentre.com/pr-mistakes.html.

Publication of this new PR Mistakes study has been timed to coincide with a Creative Writing for Public Relations Workshop to be held on Monday 27th of June in Covent Garden, London.

‘The press release is the basic tool of communication for PR people,’ says co-founder and principal presenter at The PR Training Centre Jacqui Green. ‘But ask any journalist what they think of the releases that cross their desktop every day and most will roll their eyes in despair.

“Now Richard Milton, an experienced professional journalist has provided some clear tips for PR people on how to write a press release – and Milton’s advice is not just the usually recycled banal tips – in fact I think even some seasoned PR pro’s may be surprised. The new case study can be downloaded from our website at www.theprtrainingcentre.com/releases.htm”

The Biggest PR Mistakes series will cover some of the most memorable PR disasters of recent years including Coke and Dasani Water, the McDonalds libel case, Bennetton’s designer advertisements, Perrier’s purity problems and Polaroid’s failure to come to terms with digital photography.

Says Jacqui Green, “Publication of ‘Five Common Mistakes in press release writing’ has been timed to coincide with our Creative Writing for Public Relations Workshop, which will next be presented in our Covent Garden centre on Monday 27th of June when we will be reviewing best practice not just for writing press releases but for every form of marketing and PR communication from writing website copy to brochures and case studies through to producing compelling editorial features and pay-per-click ads.”

Author of the Biggest PR Mistakes series, Richard Milton is a co-founder of The PR Training Centre and is the author of six books including 'Bad Company', which was chosen by The Sunday Times as its Business Book of the Week, and the management handbook 'Do Your Own PR'.

Over the past seven years, PR experts at The PR Training Centre have trained delegates from companies that include; Carlton TV, Morgan Stanley, Associated Newspapers, British Red Cross, EMAP, Institute of Directors, Merril Lynch, BBC World Service, AstraZeneca, Wilkinsons, British Holidays, Southwest Trains, Campaign for Real Ale, Konica-Minolta, Arena Leisure, World Television, Oyezstraker, BOSE, Lichtenstein Lottery, Which? and Virgin Money.