Have you heard that press releases were on their way out? It turns out, they’re sticking around—and for good reason. In fact, according to Cision’s 2024 State of the Media Report, 74% of journalists surveyed still prefer to receive press releases. That’s right: despite the rise of social media, blogs, and direct-to-consumer content, the humble press release remains a staple in the toolkit of PR pros. So, how do you write a good press release?

Not just any press release will do. Journalists today are more discerning than ever, and getting their attention requires a keen understanding of what they’re really looking for. It also helps to remember that journalists are only human, and at the end of the day, we’re both just working to make each other’s jobs easier—whether we’re writing the story or pitching it.  Let us explain why press releases are here to stay, what journalists look for, and how to write a good press release. 

 

Press Releases Are Here to Stay

Before we dive into what makes a press release stand out, let’s touch on why they’re still relevant. The media landscape has changed dramatically, but press releases offer something that tweets and posts often don’t: a clear, authoritative, and credible narrative from the source. They ensure your message gets across without the noise of other content cluttering the conversation. Think of press releases as a journalist’s toolkit staple—quick to scan, easy to verify, and ready to be transformed into tomorrow’s headline.

Beyond just a tool for journalists, press releases also play an important role in boosting your SEO. When distributed through platforms like PRWeb, your press release isn’t just landing in inboxes. It’s being indexed by search engines like Google, often appearing higher in search results as “news.” This elevated visibility can help your brand capture organic traffic, especially when you incorporate relevant SEO keywords. A well-optimized press release can drive valuable clicks back to your site, boost your online presence, and improve your search engine rankings—all while ensuring your message reaches a wider audience.

 

The Journalist’s Perspective

To craft a press release that truly resonates, you need to put yourself in a journalist’s shoes. They’re often inundated with dozens, if not hundreds, of press releases, media alerts, and pitches daily. So, what makes them stop scrolling and actually read one?

  • A Newsworthy Hook: Journalists are on the hunt for stories that matter to their readers. A good press release should clearly convey why your news is important—right from the headline. Avoid the temptation to bury the lede; make your hook impossible to miss. 
  • Brevity and Clarity: Journalists are short on time, so don’t make them work to find the point. Get to the meat of your story quickly, and avoid jargon or fluff. A well-crafted press release should be easy to skim yet provide all the necessary details for those who want to dive deeper.
  • Quotes that Add Value: A great quote can help elevate your press release, offering insight or perspective that adds depth to the story. Important reminder: make sure it sounds like something a real person would say. Canned quotes can fall stale and even detract from the key message, so aim for authenticity.
  • Multimedia Elements: In today’s digital world, a press release isn’t just about text. In fact, according to PR Newswire, press releases that include multimedia elements see up to 3 times more engagement than text-only releases, and releases with images or videos are 1.4 times more likely to be opened. Visuals aren’t just eye-catching; they help convey your message quickly and effectively, making it easier for journalists to imagine how the story could come to life for their audience. Take a brand like Apple, for example. The team often uses multimedia-rich press releases to showcase new product announcements (like the recent iPhone 16 launch) with high-quality images, product videos, and infographics to make it more engaging for journalists and readers alike.
  • Tailored Distribution: Finally, the best press release in the world won’t do much good if it’s sent to the wrong people. Simply put, do your homework! Take the time to research and target journalists who cover your industry or topic, and personalize your outreach to show you understand their work and why your story is a good fit.

 

The Bottom Line

Press releases may not be as flashy as some of the newer PR tools, but when done right, they’re still a powerful way to get your message in front of the right people. By crafting press releases with the media’s needs in mind, you’re not just increasing the chances of coverage—you’re building relationships with the people who can help get your story seen.