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If you’re sending out press releases and hearing crickets, you’re not alone. The difference between getting published and being ignored often comes down to how you write. With proper structure, strategy, and insight into journalist preferences, you can drastically increase pickup. In this guide, you’ll discover actionable press release writing tips that actually drive media attention—and how to avoid common pitfalls.
Tip 1: Start With a Newsworthy Angle
Journalists don’t publish announcements—they publish stories. Every press release must answer the fundamental question: “Why should anyone care?”
Ask Yourself:
- Is this timely or relevant?
- Does it impact a wider audience?
- Is it tied to a trend, stat, or event?
Even internal milestones can be reframed for impact. Avoid the mistake of weak relevance that plagues most announcements.
Tip 2: Use the Inverted Pyramid Format
Your most important facts come first. This is how journalists write—and expect to read.
Structure:
- Lead paragraph: Core announcement
- Body: Supporting details, quotes, data
- Tail: Background info and boilerplate
It’s a cornerstone of professional press release writing that ensures clarity and keeps your story readable under pressure.
Tip 3: Create Headlines That Sell the Story
Your headline decides whether the release is opened or ignored.
Headline Musts:
- Use strong verbs
- Include a benefit or clear result
- Add keywords for SEO
- Avoid fluff like “Exciting” or “Innovative” unless proven
Example:
“EcoTech Launches Filter That Cuts Home Water Use by 70%”
This is where many fall into the trap of press release mistakes—by trying to be clever instead of clear.
Tip 4: Add Powerful, Real Quotes
Quotes bring humanity to the story—but only if they’re specific and real.
Avoid:
“We’re excited to announce…”
Use:
“This launch reflects our 3-year effort to reduce household water waste,” said COO Mila Tran.
Quotes like these make your release feel authentic—not like generic corporate copy.
Tip 5: Insert SEO Without Killing Readability
A modern press release is also a digital asset. SEO matters, but not at the cost of clarity.
Best Practices:
- Focus on 1–2 keywords:
👉 press release writing
👉 press release mistakes - Place them in the title, first 100 words, one subheading
- Link keywords to authoritative sources or your own content
Bad SEO = no visibility. Smart SEO = evergreen impact.
Tip 6: Format for Journalists, Not Marketers
Journalists are skimming quickly. Make their job easier.
Formatting Tips:
- Use bold headers (H2 and H3)
- Keep paragraphs short (2–4 lines max)
- Use bullet points to highlight product features or stats
- Include logos, product images, or graphs if available
You’re not just writing content—you’re designing it for fast consumption.
Tip 7: Add a Clear CTA and Contact Info
What should the journalist (or reader) do next?
Always Include:
- CTA: Link to your product, page, report, or event
- Contact info: Name, email, and phone
- Company boilerplate with background
Example CTA:
“To schedule a media interview or demo, contact press@ecotechwater.com.”
Lack of contact information is one of the most common press release mistakes.
Tip 8: Avoid Fluff and Jargon
A press release isn’t a blog post or brochure. It must sound like news, not promotion.
Avoid:
❌ “Our cutting-edge revolutionary platform revolutionizes everything.”
Use:
✅ “Our platform shortens invoice processing time by 40%.”
Precision builds trust. Fluff builds bounce.
Tip 9: Choose the Right Time to Send
Even the best release will flop if timed poorly.
Best Windows:
- Tuesday–Thursday
- Between 8:00 AM and 10:00 AM
- Avoid weekends and holidays
Timing is often overlooked but critical—especially when avoiding press release mistakes tied to visibility and engagement.
Conclusion: Turn Your Release Into a Newsworthy Asset
Press releases can drive real media attention when crafted with strategy, clarity, and relevance. Journalists want clear stories, strong quotes, formatted structure, and minimal editing. By mastering these press release writing tips—and eliminating common errors—you turn a flat announcement into a compelling media asset that earns results.
