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.
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:
PR Newswire:
Responsesource:
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