The Art of the Press Release: How to Capture Media Attention

15 November 2025

Let’s be real—getting the media’s attention is no joke. In a world where news breaks by the second and everyone’s inbox is bursting with pitches, how do you make your press release stand out like a flamingo at a penguin party?

That’s where the art of crafting a killer press release comes in. It’s not just about throwing words on a page and hoping for the best. You’ve gotta be smart, strategic, and a little bit bold.

If you’re trying to land media coverage, launch a new product, or just put your brand on the radar, this guide is your new best friend. We’re diving deep into the nuts and bolts of writing press releases that not only get opened but actually get results. Ready to grab the spotlight?

What Exactly Is a Press Release?

Before we dive into the magic formula, let’s clear the air—what is a press release, anyway?

A press release is a short, compelling news story that businesses or organizations send to journalists and media outlets. It's meant to announce something newsworthy in the most attention-grabbing way possible.

Think of it as your brand’s elevator pitch to the media. You’ve got just a few seconds to grab their attention—and even less time to hold it.

Why Press Releases Still Matter (Even in 2024)

You might be wondering, “Aren’t press releases a bit...old school?” Fair question.

But here’s the truth: while the format has evolved, the value of a good press release hasn’t gone anywhere. In fact, it's more important than ever.

Here’s why:

- Credibility: Press coverage lends instant credibility. It’s third-party validation at its finest.
- Visibility: One press release can land you on multiple media platforms—TV, radio, podcasts, blogs, newspapers.
- SEO Boost: When distributed online, press releases can generate backlinks and improve your search engine rankings.
- Control: You get to shape your message before the media does.

So yes, a strong press release still packs a punch.

The Anatomy of a Killer Press Release

Let’s break down the bones of a press release. Here’s the structure you should stick to like glue:

1. Compelling Headline

If your headline doesn’t scream, “Read me!”—nobody will. It needs to be clear, newsworthy, and punchy. Think like a journalist. Would they use this as a story title?

Pro Tip: Avoid clickbait, but don't be boring. Aim somewhere between BuzzFeed and The New York Times.

2. Subheadline (Optional, But Powerful)

Use this to support your headline. It adds depth and hints at more juicy info inside. Think of it as the hook after the hook.

3. Dateline

Start your first paragraph with the city, state, and date. It helps to ground the story in the calendar.

Example:
_“NEW YORK, NY — July 12, 2024 —”_

4. The Lede (First Paragraph)

This is your make-or-break moment. Get straight to the point—who, what, when, where, why, and how. Journalists are scanning fast—don’t make them dig for details.

5. The Body

Now you unpack the story. Add supporting facts, quotes from key players, and relevant stats. Keep it tight but informative.

Use the inverted pyramid style—most important info first, then fill out the details.

6. Quotes (They Matter More Than You Think)

Throw in a quote or two from someone relevant—your CEO, project lead, or a happy customer. It humanizes your story and gives journalists some ready-to-use soundbites.

7. Boilerplate

At the bottom, include a short “about” paragraph about your company. This stays the same across press releases and gives context about who you are.

8. Media Contact

Always, always include who the media should contact for more info—a name, phone number, and email.

Tips to Make Your Press Release Irresistible

Now that we’ve got the structure down, let’s talk about making your press release not just good—but unignorable.

Keep It Newsworthy

Not everything is press release material. Ask yourself:
>“Would I care about this if I didn’t work here?”

Newsworthy topics include:

- Product launches
- Big brand partnerships
- Major events or milestones
- New hires or executive appointments
- Award wins or recognitions

If it’s not news, don’t force it. Save it for your blog or newsletter instead.

Nail the Timing

Timing is everything.

- Avoid weekends and holidays.
- Tuesday through Thursday mornings are golden hours.
- Double-check for big competitors’ announcements—don’t get buried.

Think Like a Journalist

Journalists are swamped. Make their job easier.

- Use simple, jargon-free language
- Include high-quality images or media kits
- Provide links and supporting resources
- Keep it under one page (2 max)

Optimize for SEO

Yes, even press releases need a little SEO love.

- Use relevant keywords naturally
- Include a clear, concise headline
- Add backlinks to your website or product pages
- Use alt text for images if submitting online

Tell a Story

Facts tell, but stories sell.

Instead of just stating facts, weave them together. Show the “why” behind your news. How does it change things? Why should people care?

Common Press Release Mistakes (And How to Avoid Them)

Even the best of us mess up—but here are the top traps to steer clear of:

1. Being Too Salesy

A press release isn’t an ad. Avoid hype words like “revolutionary” or “game-changing” unless you can back them up.

2. Burying the Lede

Don’t wait until paragraph 4 to say what the news is. Hook them right away.

3. Forgetting a Call-to-Action

What do you want the reader to do? Visit a site? Register for an event? Say it!

4. Overloading with Info

Stick to the core message. Too many stats or tangents will turn people off.

Distribution: Where and How to Share Your Press Release

Writing your press release is half the battle. Getting eyes on it? That’s the other half.

Use a Distribution Service

PR Newswire, Business Wire, and GlobeNewswire are popular choices. They can get you exposure in all the right places—but they’re not cheap.

Pitch to Journalists Directly

This is where the real magic happens.

- Find reporters in your industry
- Personalize every pitch email
- Include your press release in the email body (not as an attachment!)

Post It on Your Website

Create a “News” or “Press” section on your site. Make it easy to find and easy to read.

Promote It on Social

Turn your release into a tweet thread, a LinkedIn post, or even an Instagram carousel. Get creative and spread the word.

Real-World Example: Press Release Breakdown

Let’s say you run a plant-based skincare company and just landed a deal with a national retailer. Here’s how a snippet of your press release might read:
Headline:
GreenGlow Skincare Secures Nationwide Launch with Target

Subheadline:
The plant-powered beauty brand takes a major leap forward with shelf space in 1,800+ stores

Dateline:
LOS ANGELES, CA — August 1, 2024 —

Lede:
GreenGlow Skincare, a fast-growing plant-based beauty brand, today announced its new partnership with Target, bringing its full skincare line to shelves nationwide beginning this fall.

Body Quote:
“Our mission has always been to make clean, effective skincare accessible,” said founder Jenna Lee. “Landing on Target shelves means we get to reach more people than ever before.”
See how it checks all the boxes?

Press Release vs. Media Pitch: Know the Difference

Don’t confuse your press release with your media pitch — they’re not the same animal.

- Press Release: The official story you want covered.
- Media Pitch: A short message (usually an email) that convinces a journalist why they should care about that story.

Think of the press release as the novel, and the pitch as the book trailer.

Final Thoughts

Writing a press release that actually grabs media attention is part science, part art. You’ve got to blend structure and strategy with creativity and a little bit of daring.

Journalists aren’t just looking for news—they’re looking for stories worth telling. Help them see why yours is one of them.

So the next time you have something worth shouting about, ditch the bland marketing speak. Be bold, be clear, and most importantly—be human. Your story deserves the spotlight. Now go get it.