Introduction:
In this blog post we will breakdown how to create a press release that grabs the attention of your recipient and increases the likelihood of them distributing it.
Steps To Increase Your Press Release Pickup
Research Your Recipient:
Researching your recipient is the most important step in crafting a press release they will want to share. Your primary mission is to confirm that your content aligns with their reporting focus. If your content doesn’t resonate with them, then they won’t pass the information on to their readers/followers.
- Understand the types of stories they typically cover and their audience.
- Familiarize yourself with the recipient’s editorial style, tone, and preferences. This will help you tailor your press release to align with their journalistic focus.
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Subject Line:
The subject line is the single most important factor in getting a journalist to open your email. It needs to be compelling, concise, and immediately relevant. Here’s a breakdown of how to create a good subject line for a press release recipient, along with some examples:
Core Principles of a Great Subject Line:
1. Be Newsworthy and Timely. Journalists are constantly looking for a story. Your subject line must immediately signal why they should care right now. Focus on the biggest news: What’s the most compelling part? Show the impact: Why is this relevant to their audience?
2. Keep It Short and Direct. Aim for 50 characters (4-7 words) or less. Many journalists read email on a phone, where long subject lines get cut off. Get straight to the point.
3. Use Clear, Actionable Language. Avoid vague language or industry jargon.
Bad: “Exciting new development from Acme Corp’s product team.”
Good: “Acme Corp launches recycling robot that eliminates on-site injuries”
4. Personalize (When Possible).
If you’re sending to a highly targeted list, a touch of personalization can help.
4 Effective Subject Line Formulas You can use these structures to quickly craft a strong subject line:
1. The “Number + Impact” Formula:
This is excellent for data, milestones, or studies.
Example: Local Startup Hits $1 Million in Sales in First 6 Months. Why it works: Shows immediate, quantifiable success.
2. The “Direct Announcement” Formula:
Use this for a new product, partnership, or major hire.
Example: New Drone Technology Can Replant Forests 10X Faster. Why it works: Clearly states the action and the innovative product.
3. The “Question or Controversy” Formula:
These can be used carefully to pique curiosity, especially for opinion pieces or data that contradicts a common belief.
Example: Is Remote Work Dying? New Study Shows 70% of Staff Prefer the Office. Why it works: Directly challenges a common assumption.
4. The “Local Angle” Formula:
If you are pitching to a local or regional outlet, make that connection immediately clear.
Example: New Bakery Opens in Downtown Austin, Offers Free Classes for Kids. Why it works: Hyper-specific and relevant to the local community.
What to AVOID:
🚫Generic Terms: Don’t use “Press Release,” “News,” “Announcement,” or “Media Alert” alone. These are often filtered out or ignored.
🚫 Excessive Exclamation Points or ALL CAPS: This looks like spam and unprofessional. Use capitalization only for key names or initialisms.
🚫 Hyperbole/Fluff: Avoid words like “unbelievable,” “amazing,” “groundbreaking”.
Formulate a Great Press Release Headline:
Just like a subject line was crafted to get your email opened, the headline must be compelling to get your recipient (and their future readers) to want to read the content of your press release. A great headline is like a condensed story. It should be clear, concise, and compelling.
Be Direct and Informative (The 5 W’s)
The best headlines immediately tell the reader what the news is. Avoid clever ambiguity. Instead, focus on the most newsworthy element using the 5 W’s formula:
- Who is doing What (the action)
- Where it’s happening
- When (the immediacy)
- Why (the impact/significance)
Example:
- Instead of: “Our company is making big changes.”
- Try: “[Your Company] Unveils New AI-Powered Product Line, Reduces Manufacturing Waste by 50%“
Focus on the Benefit
Journalists and their readers care about the impact of your news. Does your product save money, solve a problem, or break a record? Lead with that benefit.
- Weak: “XYZ Corp. releases new widget.”
- Strong: “New Widget from XYZ Corp. Cuts Manufacturing Costs by 30% for Small Businesses“
Use Strong Verbs and Action Words
Avoid passive language and weak verbs like “is” or “has.” Use words that convey motion, achievement, and excitement.
Instead of: Use:
Announces Launches, Unveils, Introduces, Releases
Hopes to Achieves, Secures, Lands
Will be having Hosts, Kicks Off, Debuts
Plans to Commits, Partners, Invests
Keep it Short and Front-Loaded
A headline should generally be between 60 and 80 characters (about 8 to 12 words) to appear fully in search results and email previews. Put the most critical information—like the company name and the main action—at the very beginning.
- Good: “[Company Name] Secures $10M in Series A Funding to Expand West Coast Operations“
- Too Long: “After years of planning, the management team at [Company Name] is happy to announce that we finally got $10M in funding.”
Incorporate Keywords (For SEO)
Think about what a reporter or consumer might search for to find news like your topic. This helps your press release rank higher in search results when it’s published online. This means you should incorporate trending industry words or topics.
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Headline checklist before you move on:
- Is the main point of the story clear? (Can a reporter tell what the news is without reading the body?)
- Is your company or subject clearly identified?
- Is it 8-12 words long (roughly 60-80 characters)?
- Does it use active, strong verbs?
- Does it include at least one relevant keyword?
Body of your Press Release
Quick Checklist for Body Content
Clarity: Is the intent of your message clear, direct, and is it easy to understand?
Tone: Is the tone professional, newsworthy, and align with your recipients and their readers?
Length: Is it concise? (A press release body is generally 400-600 words total.)
The Core Components of the Body
1. The Lead Paragraph (The Hook)
This is the most critical paragraph. Keep it concise—ideally two to three sentences long. It expands on your headline and immediately states your most newsworthy information. This is what a journalist will read first to decide if the story is worth covering.
Here’s how to create a good, engaging lead paragraph for a press release, along with key strategies and a formula to follow:
Answer the 5 W’s and 1 H Immediately
A truly engaging lead paragraph is one that gets straight to the point and provides all the essential information in a crisp, journalistic style.
| Element | Question to Answer | Example Focus |
| Who | Who is making the announcement? | [Company Name] |
| What | What is the announcement or news? | [New product launch/acquisition/event] |
| When | When is the news effective or happening? | [Today/Next quarter/Starting May 1st] |
| Where | Where is the news taking place or available? | [Global market/Online/At the annual conference] |
| Why | Why is this news significant? (The Benefit) | [To solve a major industry problem] |
| How | How does it work or happen? | [Using AI technology/Through a new partnership] |
Formula for a Strong Lead Paragraph
Aim for two to three sentences that combine these elements concisely:
- Sentence 1 (The Punch): Name the WHO and the WHAT, immediately stating the most important, newsworthy details.
- Sentence 2 (The Impact): Explain the WHY (the significance or benefit to the customer/industry) and the HOW (the method or technology).
- Optional Sentence 3 (The Context): Briefly add the WHEN and WHERE if not already included, or provide a necessary, but secondary, detail.
Strategies for Engagement
- Focus on the Benefit, Not the Feature: Instead of starting with what the product is, start with what the product does for the user or industry.
- Use Strong Action Verbs: Use dynamic, active language to convey the energy of the announcement (e.g., launches, unveils, secures, revolutionizes, expands, achieves).
- Keep It Under 35 Words (Ideally): While not a strict rule, forcing yourself to be concise ensures you strip away unnecessary fluff and focus only on the core news.
- Avoid Internal Jargon: Write for a general audience and journalist. Don’t use company-specific acronyms or overly technical language that isn’t immediately explained.
2. The Explanatory Paragraph(s)
These next one or two paragraphs provide necessary context, supporting details, and background information.
Content Focus:
Context: Explain why this news is important to the readers and their communities.
Details: Include specific details that back up your headline statement. Here you can expand on your news and provide the additional details relevant to the reader. Remember you want your details to be focused on how they impact your reader.
Problem/Solution: Often, this section explains the problem your company or product is solving.
3. The Quote (The Human Element)
A well-placed quote adds credibility, gives the press release a human voice, to balance out the information section of the last body paragraph.
Content Focus:
Source: The best quotes will come from prominent community figures, influencers, or recognizable figures that can strengthen your message. A CEO or executive member of your organization will be a secondary option if your organization already has awareness within the community your press release will be distributed within.
Message: The quote should convey the significance of the news, express the excitement, or to the future impact. It should not just repeat the lead paragraph.
4. The Bridge/Concluding Paragraph
This final paragraph offers a path forward, a call to action, or a summary of what’s next.
Content Focus:
Action: Where can readers go to learn more or get involved (e.g., a website, an event)?
Next Steps: Briefly mention future plans, availability, or how the news fits into the company’s broader mission.
Review: Briefly re-state the company’s mission or relevance to the reader.
Sending your press release:
The best time to send a press release is typically between 10 a.m. and 2 p.m. on a Tuesday, Wednesday, or Thursday.
Track your Press Release
Now that you have sent out your press release, you’ll want to see who ran your story!
If you have a short list of recipients, it should be easy for you to monitor those publications to see if they have run your story.
If you have a long list of media recipients or don’t have access to some of those publications, enlisting the help of a media monitoring service (https://blog.newzgroup.com/archives/13959) to search for your press release across those different media outlets could be time saving and convenient. Media monitoring services like Newz Group that allow you to do month to month service options that don’t lock you into year-long commitments, when you may only have short term monitoring needs.
Need Help Finding Media Contacts or Drafting your Press Release?
Need help creating a contact list, crafting a press release or monitoring your press release pick up? Newz Group media monitoring services can help you know the impact of your media efforts. Our next blog post will cover this topic.
For more details on automating your press release distribution, visit Newz Group’s solution here: https://www.newzgroup.com/press-release-distribution/
Or find out more about this topic in our recent blog posts: https://blog.newzgroup.com/archives/14130
