How to Write a Press Release that Journalists Won’t Ignore

Full disclosure: Before I accepted my position as a content marketer at Track5Media, I was a reporter. Now that I’ve crossed to the other side, I have to be the pesky marketing person harassing the media. It’s quite an adjustment. After a year into my marketing position, though, I’m realizing how much of a benefit it is to have both a marketing and journalism perspective. From my commitment to fact checking to my awareness of how press releases are received and perceived, I see how my time as a journalist shapes me as a marketer. I’m not special. Lots of journalists are making the transition in their careers from journalism to marketing. I know that the skills I brought with me, I’m also competing with in this industry. With that said, I realize that my experience is still valuable to those who haven’t been frantically looking for a story on a Friday afternoon. Here are some tips (from my perspective as a reporter) on how to write a press release that journalists won’t ignore.

Five Tips on How to Write a Press Release that Journalists Won’t Ignore

how to write a press release

Are you tired of writing press releases and sending them but not getting any news coverage? Here are five tips on how to write a press release that journalists won’t ignore.

Target the right reporters

It’s not enough just to write a press release and blast it out through one of those fancy distribution websites. I mean –  do that –  but also think about how to target the right media. Is there someone locally you know who covers the industry you work in? Is there a specific magazine or industry newsletter that might be interested in your news? It’s always best to target the right audience.  a personal copy of your release.

Get their attention

Make sure you have a catchy subject line when you email them. Look at some recent articles that they wrote, and consider the language or phrases they used. Make your subject line sounds like something they would write.

Make them care

Just because something is exciting to you and your company, doesn’t mean it’s exciting to everyone else. That’s why if you want to know how to write a press release that journalists won’t ignore, you have to think about what makes it to interesting to other people. Construct your press release with that thought in mind. You already care. That’s why you’re making the announcement. Your job, however, is to convince other people that they should care too.

Give it to them straight

Consider the five W’s – who, what, where, when and why. Make sure your press release answers all of those questions and then some. Make sure you give them all of the details and that they’re accurate. For example, if you forgot to write a press release about a new hire and it’s six months later, don’t try to tweak the content so that it seems like it just happened. There’s nothing more frustrating for a journalist than to be fed old news.

Follow up

The most important part of how to write a press release that journalists won’t ignore is to follow up. You can do everything right, but at the end of the day, reporters are busy. They’ve got many others just like you sending them story tips and press releases, and they have an editor yelling at them to make a deadline. Even though they might be interested, your outreach could be lost in their inbox. Send them a follow-up, or even give them a call! Sometimes having a friendly conversation on the phone will help you to stand out above the rest.

Do you have any additional tips on how to write a press release that journalists won’t ignore? Share with us in the comments below!

Author: Lenay Ruhl

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