Written by: Teodora Carek, PR Account Manager, not ChatGPT
Media relations are one of the key parts of successful public communication, and a high-quality press release is often the first step toward good media coverage. However, not every press release is news and not every piece of information is interesting to journalists. A good story does not come about just because we want to tell it. It must have value for the media and their audience. That is why writing a press release requires preparation, an understanding of the media and clearly defined messages.
What I have learned through working at an agency is that a successful press release is not one that simply sounds good, but one that a journalist can recognize as a relevant story. And how can this be achieved? There are several rules that can make a big difference.
Tip 1: Before writing think about whether you have news
Before you start writing a press release, ask yourself a simple question. Why would this information be interesting to someone who does not work in our company? What is important to us does not necessarily have to be interesting to the media. A new service, product or business success can be great news, but only if it has a broader context.
Try to find what makes your story different. Is it something new, useful or important to a certain group of people? The media are looking for news, not advertisements. That is one of the first things you need to understand if you want your press release to get media coverage.
Tip 2: The headline must attract attention but must not promise too much
The headline is the first thing a journalist sees and often determines whether they will open your press release at all. That is why it must be clear, specific and interesting enough. A good headline does not have to be spectacular, but it must immediately say why the story is important.
Avoid excessive adjectives and promotional expressions such as „the best“, „revolutionary“ or „incredible“, unless you have real justification for them. Journalists quickly recognize when there is little substance behind big words.
What I have also learned is that sometimes the hardest thing to write is precisely the headline. You can have an excellent press release, but if the headline does not communicate its value, there is a strong possibility that the story will not get the attention it deserves.
Tip 3: Put the most important information at the beginning
Journalists do not have time to search for key information through several paragraphs. That is why a press release should begin with what is most important. Who, what, when, where, why and how? These are the questions the reader should get answers to at the very beginning of the text.
In journalism the inverted pyramid principle is used, according to which the most important information comes first, while additional details follow later. Such an approach makes the story easier to understand and allows journalists to quickly recognize its value.
You can read more about this principle in the Purdue University professional guide.
If a journalist does not understand what you want to say after the first paragraph, there is a high probability that they will not continue reading. So do not save the most important information for the end.
Tip 4: Write simply because complicated does not mean professional
One of the common mistakes in writing press releases is using too many technical terms and long sentences. We often think that a text will sound more serious if we use more complicated language. In reality it is usually exactly the opposite.
A good press release must be understandable even to someone who is not familiar with the industry you are writing about. Use short sentences, clear messages and specific information. Avoid unnecessary repetition and expressions that do not add additional value.
At the agency I learned how important it is to read the text several times before sending it. Sometimes it is necessary to remove an entire sentence to make the message clearer. And that is perfectly fine. The goal is not to write as much as possible, but to say what is important.
Tip 5: Media relations begin with understanding journalists
Media relations are not just about sending press releases to as many email addresses as possible. In fact, such an approach often does not bring the desired results. Every media outlet has its own audience, topics and reporting style. That is why it is important to know who you are sending certain information to.
A press release about business results may be interesting to business media, while a story about a socially responsible project may also have potential in other sections. The goal is not to send the press release to everyone, but to reach those for whom the story is relevant.
Quality relationships with journalists are built through trust, availability and long-term cooperation. Journalists need to know that they can get accurate information and timely responses from you.
If you are interested in how such cooperation develops in practice, you can learn more under our Media Relations service.
Tip 6: Give the press release additional value
A good press release does not have to contain only basic information. Statements from relevant sources, specific data, research results or interesting examples can significantly increase its value.
A statement should not simply repeat what is already written in the text. It should provide an additional explanation, expert perspective or human dimension to the story. The same applies to data. Numbers can be very useful, but only if they are accurate, understandable and placed in the appropriate context.
Visual content is also important. High-quality photographs, graphics or other materials can make it easier for journalists to prepare their coverage.
What I have noticed is that the better we prepare the materials, the easier we make the journalists’ job. And that is precisely an important part of good cooperation.
Tip 7: Sending the press release is not the end of communication
After you send the press release, the job is not necessarily done. It is important to monitor media coverage, respond to additional questions and be available for clarifications. Sometimes a journalist will need an additional statement, photograph or information that you did not include in the original press release.
Availability and timely communication can make a big difference. However, it is important to find the right balance. Continuously sending reminders and insisting on publication can have the opposite effect.
Successful media relations are built over the long term. One press release may not result in publication, but a professional approach can open the door to future cooperation.
It is equally important to monitor the results. How many media outlets published the news? Did they communicate the key messages? Did the story reach the audience it was intended for? Without analysis it is difficult to know what worked and what we can do better next time.
A good press release is the foundation of quality media relations
Writing a successful press release is not just about arranging information into a text. It requires understanding the audience, recognizing a good story and knowing how the media work. Media relations are based on relevance, trust and quality communication, and every press release is an opportunity to further strengthen those relationships.
And finally, a little more from my experience. 🙂 What I find particularly interesting about agency work is the fact that there is no universal formula that will guarantee publication for every press release. Sometimes a story that we think has great potential does not receive the expected attention, while another one surprises us with its results.
That is precisely why I am learning how important good preparation, understanding journalists and being ready to adapt are. It is not enough just to send a story. You need to know why you are sending it, who you are sending it to and what you want to achieve with it. And when all these elements come together, a press release stops being just a text and becomes a valuable communication tool.
