Press releases have been a PR staple for decades—but in today’s fast-paced media landscape, most releases still miss the mark. Journalists receive hundreds of pitches and press releases a week (sometimes a day), and unless yours delivers exactly what they need—quickly and clearly—it’s likely headed straight to the trash.
So, what do journalists actually want from your press release?
Here’s what separates a story that gets coverage from one that gets ignored.
1. A Clear, Compelling Headline (Without the Hype)
Journalists don’t have time to decode jargon or sift through buzzwords. Your headline should:
-
Get straight to the point
-
Be factual, not salesy
-
Highlight the actual news or impact
Examples:
✅ “Startup X Raises $4.5M to Simplify Online Learning for Rural Schools”
❌ “Startup X Reinvents Education with Groundbreaking Disruption”
Pro Tip: Write your headline like a journalist would write the article title.
2. A Strong, Newsworthy Hook in the First Paragraph
If your first sentence doesn’t grab attention, nothing else matters.
A journalist wants to know:
-
Why this matters now
-
Who it affects
-
What the larger relevance is
Avoid starting with company fluff. Lead with the impact, trend, or unique angle.
Instead of:
“Company X is thrilled to announce…”
Try:
“As remote work reshapes the tech industry, Company X is launching a new AI tool to help teams collaborate across time zones.”
If you’re searching for a reliable PR company in Delhi, we have the expertise you need. Reach out to us at Twenty7 Inc!
3. Real Data and Quotes, Not Empty Statements
Journalists don’t need more generic hype—they need facts, figures, and fresh perspectives to build a story around.
Include:
-
Verified stats or new data
-
A direct quote from a key stakeholder (founder, expert, client)
-
Context that ties your news to a broader trend
Bad quote:
“We’re excited about this launch and believe it changes everything.”
Better quote:
“Our platform is solving a real pain point: 60% of remote teams say they struggle with async collaboration. This tool reduces that friction and helps teams move faster.”
4. Everything They Need in One Place
A good press release should act like a self-contained press kit. That means:
-
A clear boilerplate with contact info
-
A link to a media kit (logos, product shots, bios)
-
Links to supporting resources (demo, white paper, landing page)
Don’t make the journalist dig. Make it easy to say yes.
5. Something Actually New
This might seem obvious—but many press releases aren’t really about news. A journalist’s job is to cover what’s new, surprising, timely, or relevant to their audience.
Ask yourself:
-
Is this a first, largest, or most?
-
Does it connect to a trending issue or market shift?
-
Is there a new angle, stat, or story you’re bringing forward?
If not, it might be better suited for a blog post or newsletter than a press release.
6. Tailored Relevance to Their Beat or Audience
Journalists don’t write about “tech,” “finance,” or “retail”—they write about specific aspects of those beats.
Before sending your release:
-
Research what the journalist has written recently
-
Match your story to their focus area
-
Reference why it fits into what they’re already covering
Even if your press release is solid, if it’s not relevant, it won’t land.
Are you seeking a trusted PR company in Bangalore to manage your communications? Reach out to Twenty7 Inc today!
7. Good Timing
The best press release in the world will flop if it hits at the wrong moment.
Avoid:
-
Sending pitches late Friday or over holidays
-
Launching on days when major news is breaking
-
Pushing releases too late in the day (aim for early morning, mid-week)
Better yet—tie your story to something already trending in the news. If journalists are covering AI and you’ve just launched a tool that fits the narrative, you’ve got a much stronger shot.
8. A Short, Skimmable Format
No one has time for a 1,200-word epic. Journalists want to scan your release in seconds and know:
-
What happened
-
Why it matters
-
Who’s involved
-
What the next step is
Use:
-
Subheadings
-
Bullet points
-
Short paragraphs
-
Clear contact info at the end
Rule of thumb: If it takes more than a minute to get the point, it’s too long.
9. No Fluff. No Filler. No Fake Urgency.
Journalists spot hype a mile away. Avoid words like:
-
“Revolutionary”
-
“World-class”
-
“Next-level”
-
“Game-changing”
Use concrete language. Let the facts and results do the talking.
Instead of:
“This partnership redefines the future of fintech.”
Try:
“The new integration enables 15,000 small businesses to process payments 30% faster—at no extra cost.”
10. Follow-Up Materials, Not Follow-Up Spam
Don’t follow up with “just circling back” emails that add no value.
Do follow up with:
-
Exclusive angles or embargoed access
-
Interviews with execs or customers
-
New stats or user milestones after launch
Offer something new, not just a nudge.
If you’re searching for a reputable PR company in Hyderabad, we’re here to assist! Reach out to us at Twenty7 Inc.
Final Thoughts
Journalists aren’t gatekeepers—they’re collaborators looking for great stories. If your press release is clear, relevant, newsworthy, and easy to use, it’s not annoying—it’s helpful.
The goal isn’t just to push information. It’s to make a journalist’s job easier by giving them what they need, when they need it, in a way that fits their audience.