According to Cision's 2023 State of the Media report, over 75% of journalists want to receive brand press releases. The challenge isn't whether they want your news—it's making sure your announcement cuts through the noise and captures their attention. A well-crafted press release remains one of the most effective tools in your PR arsenal, but only when it's strategic, compelling, and journalist-friendly. Whether announcing a product launch, sharing company news, or highlighting an industry achievement, your success depends on more than just distributing information—it depends on telling a story that resonates.

1. The Ultimate Toolkit for Getting Your Press
Release Noticed
According to Cision's 2023 State of the Media report, over 75% of journalists want to receive
brand press releases. The challenge isn't whether they want your news—it's making sure your
announcement cuts through the noise and captures their attention.
A well-crafted press release remains one of the most effective tools in your PR arsenal, but only
when it's strategic, compelling, and journalist-friendly. Whether announcing a product launch,
sharing company news, or highlighting an industry achievement, your success depends on more
than just distributing information—it depends on telling a story that resonates.
Why Press Releases Still Matter in Today's Digital Age
Despite the rise of social media and digital marketing channels, press releases serve as the
foundation of effective media relations. They provide journalists with verified information
directly from the source, packaged in a format that makes their job easier.
"A thoughtfully constructed press release doesn't just share news—it offers journalists a ready-
made story angle with all the supporting elements they need," says Maria Rodriguez, PR
strategist at MediaConnect. "When done right, it's less about self-promotion and more about
providing genuine value to both journalists and their audiences."
Essential Elements of an Attention-Grabbing Press Release
Craft a Headline That Delivers
Your headline is your first—and potentially only—chance to grab attention. The most effective
press release headlines are:
● Clear and concise (ideally under 70 characters)
● Specific about the news value
● Action-oriented with strong verbs
● Free of industry jargon and buzzwords
"Headlines that try to be clever at the expense of clarity rarely succeed," notes James Wilson,
former editor at Business Insider. "Journalists need to understand the value of your news
immediately, or they'll move on to the next release in their inbox."
Tell a Compelling Story

2. Beyond the basic facts, your press release should weave a narrative that connects with readers on
a human level. Consider:
● The broader impact of your announcement
● Real-world applications or benefits
● The people behind or affected by the news
● How does your news fit into larger industry trends
Include Strategic, Conversational Quotes
As highlighted in the document shared, quotes add personality and emotional context to your
release. The most effective quotes:
● Sound genuinely conversational, not scripted
● Offer unique insights not found elsewhere in the release
● Come from relevant, authoritative sources
● Avoid jargon and empty corporate speak
● Provide ready-to-use soundbites for journalists
"This new platform represents a fundamental shift in how businesses approach sustainability,"
said Jennifer Chen, Chief Innovation Officer at GreenTech Solutions. "We're not just helping
companies reduce their environmental impact—we're transforming sustainability from a cost
center into a profit driver."
Support Your Claims with Data
Numbers and statistics lend credibility to your announcement and make it more newsworthy.
Include:
● Relevant market research
● Performance metrics
● Survey results
● Growth figures
● Industry benchmarks
Remember to contextualize your data by explaining its meaning and why it matters.
Amplifying Your Press Release Beyond the Wire
A strategic press release distribution strategy extends far beyond simply sending your
announcement through a wire service.
Create Multi-Format Content
Transform your press release content into multiple formats to expand its reach:
● Develop an infographic highlighting key statistics

3. ● Create short video clips featuring quotes from executives
● Design shareable social media graphics
● Produce a podcast episode discussing the announcement in depth
"The most successful PR teams think beyond the traditional press release format," explains
Thomas Wright, Digital PR Director at NextLevel Communications. "They create an ecosystem
of content that reinforces the core message across multiple channels and formats."
Leverage Social Media Strategically
Social media amplification requires more than just posting a link to your press release. Consider:
● Platform-specific content adaptations
● Targeted paid promotion to relevant audiences
● Engagement with industry conversations and hashtags
● Direct outreach to influencers and thought leaders
Build Journalist Relationships That Last
The most valuable press releases are those delivered within the context of meaningful media
relationships. Focus on:
● Understanding each journalist's beat and interests
● Providing exclusive angles or information when possible
● Following up thoughtfully, not persistently
● Offering genuine value beyond your specific announcement
"The press releases that get my attention aren't random submissions—they come from PR
professionals who understand my coverage areas and audience," says Sarah Martinez,
technology reporter at The Daily Tech. "They've done their homework and know exactly why
their news matters to my readers."
10 Newsworthy Reasons to Send a Press Release
Not every company announcement warrants a press release. Focus your efforts on truly
newsworthy developments such as:
1. Product Launches or Significant Updates: Introducing something new or substantially
improved to the market.
2. Strategic Partnerships: Announcing collaborative efforts that expand your reach or
capabilities.
3. Research Findings: Sharing original research, industry surveys, or market analyses.
4. Executive Appointments: Announcing key leadership changes that signal new
directions.
5. Awards and Recognition: Highlighting industry accolades that build credibility.
6. Corporate Social Responsibility Initiatives: Showcasing meaningful community or
environmental efforts.

4. 7. Funding or Investment News: Announcing significant financial developments.
8. Event Announcements: Promoting upcoming conferences, webinars, or speaking
engagements.
9. Milestone Achievements: Celebrating significant company anniversaries or growth
benchmarks.
10. Crisis Communications: Addressing significant issues proactively and transparently.
"The mistake many brands make is treating every minor update as breaking news," cautions
Robert Johnson, PR veteran and founder of MediaMasters. "This approach quickly diminishes
returns and damages your credibility with journalists. Reserve press releases for genuinely
newsworthy developments."
Measuring Press Release Success
The effectiveness of your press release strategy should be measured through meaningful metrics,
not just distribution numbers:
● Media Pickups: Which outlets published your story and in what context?
● Message Retention: Did coverage accurately convey your key messages?
● Audience Engagement: How did readers interact with the coverage?
● Website Traffic: Did the release drive meaningful traffic to your site?
● Lead Generation: Did the announcement generate new business opportunities?
● Social Amplification: How widely was your news shared across platforms?
Final Thoughts: The Press Release of Tomorrow
As media consumption habits continue to evolve, so too must your press release strategy. The
most forward-thinking PR professionals are already experimenting with:
● Interactive multimedia press releases
● AI-powered personalization for journalists
● Augmented reality elements for product announcements
● Microsites dedicated to major announcements
● Live streamed press conferences with real-time Q&A
"The fundamentals of good press release writing—clarity, newsworthiness, and human interest—
remain unchanged," reflects David Lewis, Chief Communications Officer at TechForward. "But
the toolbox for delivering that content continues to expand, creating new opportunities for brands
that are willing to innovate."
By combining time-tested press release writing principles with strategic distribution and creative
amplification tactics, you can significantly increase your chances of earning the media coverage
your announcements deserve.