How to prepare a press release that journalists will read

1. Make sure there is news

Ask yourself why a journalist's readers would care. Good reasons include a new product that solves a real problem, original data or research, a significant partnership, funding, an award, an event with public interest or a story with a strong human angle. A routine update, such as a new website or a minor feature, rarely earns coverage on its own. If the news is modest, consider whether a blog post or customer email would serve you better, or whether you can combine several updates into a stronger story.

2. Choose the right audience

Decide which publications and journalists your story suits: local news, trade magazines for your industry, specialist blogs or podcasts. Read what they have published recently. A story pitched to someone who covers the topic is far more likely to be read than one sent to a large, generic list. A PR strategist can help build a targeted media list and plan the outreach.

3. Gather the facts

Before hiring a writer, collect everything they will need:

• The core news in one or two sentences: who, what, when, where and why it matters.
• Key details, numbers and dates, checked for accuracy.
• Background on your company in a short paragraph.
• Quotes from one or two people, or permission for the writer to draft them for approval.
• A contact person who can answer journalists' questions quickly.

4. The usual structure

A press release starts with a clear headline and often a short subheading. The first paragraph answers the main questions directly, because many journalists read no further. The following paragraphs add detail, context and quotes. The release ends with a short company description and media contact details. Quotes should add opinion or insight, not repeat facts. A press release writer knows this format and can make your news concise and readable.

5. Prepare media assets

Journalists appreciate ready-to-use materials. Prepare high-quality photos, product images, logos and, if relevant, a short video or data chart. Put them in an online folder with clear file names and include the link in the release. Make sure you have the rights to share every image.

6. Timing and distribution

Plan the release date around your news, avoiding major holidays and busy news days in your industry where possible. For important stories, you can offer selected journalists an early look under embargo. Decide whether to use a paid distribution service, publish the release on your own website, send personal pitches or combine these. Personal pitches with a short, tailored note usually perform best.

7. Set realistic expectations

Coverage is never guaranteed. Be cautious of anyone promising placement in major publications for a fixed fee. Measure success by relevant coverage, interest from the right journalists and longer-term relationships rather than the number of websites that automatically republish your release. Even without coverage, a well-written release becomes useful content for your website, investors and customers.

8. Follow up and reuse

After sending, follow up once with journalists who are most relevant, briefly and politely, perhaps with an extra detail or image. Respond quickly to any questions, because journalists often work to tight deadlines. Afterwards, publish the release on your website's news page, share it with customers and partners, and keep a record of any coverage. Over time, the relationships you build with a handful of relevant journalists are worth more than any single release.

Preparation checklist

• A clear news angle that matters to readers.
• Target publications and journalists.
• Checked facts, numbers and dates.
• Quotes and an available media contact.
• Photos, logos and other assets in a shared folder.
• Release date, embargo plan and distribution method.

Our press release guide explains how to compare writers and what packages usually include.