How to Write Compelling Press Releases that Get Noticed by Journalists

July 13, 2023

How to Write Compelling Press Releases that Get Noticed by Journalists

Now, whilst The Atticism PR team rarely use traditional press releases, we do understand that there are many people who prefer this form of communication and, when doing their own PR, would like to learn more about how to have these pitches noticed by journalists.

With journalists receiving a deluge of press releases daily, it's essential to make your pitch stand out from the crowd.

In this blog post, we'll outline the key elements and strategies to help you write compelling press releases that grab journalists' attention and increase your chances of media coverage. Of course, if you use an agency like The Atticism - we will manage all of this for you!

Start with a Strong Headline

Your headline is the first thing journalists will see, so make it compelling and concise. It should convey the key news or announcement in a captivating way. Use action verbs, include numbers or statistics, and highlight the most newsworthy aspect of your press release. A strong headline increases the likelihood of your release being read and considered for coverage.

Craft a Captivating Lead Paragraph

After the headline, the lead paragraph plays a crucial role in grabbing the journalist's attention. It should summarise the essential details and answer the classic journalism questions: who, what, when, where, why, and how. Hook the reader from the start, providing them with a clear understanding of the story and why it matters.

Focus on Newsworthy Content

Journalists are interested in new and noteworthy information. Ensure your press release contains timely and relevant content. Highlight product launches, significant milestones, innovative solutions, industry trends, or unique events. Avoid excessive promotion or advertising language, as journalists are looking for news, not sales pitches.

Provide Clear and Concise Information

Keep your press pitch concise, ideally between 300-500 words. Provide all the necessary details, including relevant quotes, facts, and figures. Use simple and straightforward language, avoiding jargon that might confuse or alienate journalists. Ensure your contact information is easily accessible, including a media contact person who can provide further information if needed.

Include Engaging Multimedia

Enhance the appeal of your pitch by including multimedia elements such as images, videos, infographics, or relevant links. Visuals not only make the pitch more engaging but also help journalists visualise the story and potentially use them in their coverage. Ensure the multimedia elements are high-quality and relevant to the content.

Tailor your Press Release to Targeted Journalists

Take the time to research and understand the journalists or media outlets you want to target. Personalise your pitch by addressing it to the specific journalist or editor. Show that you have done your homework and understand their interests or beats. By customising your press kit, you increase the chances of building a relationship with the journalists and having your story picked up.

Follow Associated Press (AP) Style for Formal Announcements

Adhering to AP style guidelines ensures professionalism and consistency in your press release. Use the AP style for capitalisation, punctuation, abbreviations, and grammar. Following these guidelines makes it easier for journalists to quickly read and process your press release.

Use Quotes Effectively

Including quotes from key individuals in your press release adds credibility and humanises the story. Quotes should be relevant, concise, and provide insight or opinion. Ensure you have permission from the quoted individual before including their statements. Quotes from executives, industry experts, or satisfied customers can provide additional perspectives and make your press release more engaging.

Crafting a compelling press release or pitch email that captures journalists' attention is essential for achieving media coverage and reaching a broader audience. By following these guidelines, you can increase your chances of standing out among the countless press releases journalists receive daily. Remember to focus on newsworthy content, keep it concise, personalise your approach, and provide relevant multimedia elements!

Words by Renae Smith

Founder of The AtticismPR & Brand Development

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