How to Write Press Release that Journalists Use

Every day, journalists’ inboxes are flooded with dozens, if not hundreds, of press releases. Most go unread. Only a handful make it into actual news coverage. The difference isn’t luck. It’s about understanding what makes a release useful to journalists. At Alveo, we’ve seen both sides: the company eager to tell its story and the newsroom that must decide if it’s worth publication. Here’s how to craft a release that doesn’t end up in the trash folder.

Start with What’s Newsworthy

The biggest mistake companies make is mistaking promotion for news. A press release is NOT an advertisement. It is a news item. Journalists look for relevance, timeliness and impact. Ask yourself: Why should the public care? Is it a product launch that changes how people live, a partnership that signals industry shifts, or data that reveals new trends? Frame your story through that lens, not through self-praise.

Nail the Headline and Lead

Think of the headline as your one shot at attention. Keep it factual, short, and free of jargon. Instead of “Company X Announces Exciting New Initiative”, try “Company X Launches Affordable Housing Project for the City’s Low-Income Families.” The lead paragraph should immediately answer the classic five W’s: who, what, when, where, and why. If that’s not clear in the first three sentences, you’ve lost your reader.

Keep the Body Tight and Informative

Once you’ve hooked the journalist, the body should provide supporting details: relevant statistics, market context, or background on the initiative. Organize information logically, using short paragraphs and subheadings if possible. Keep it under one page. Remember, a journalist might lift parts of your release directly into their article—the more likely that will happen.

Use Quotes Wisely

Quotes can bring a human voice to the release, but only if they add insight. Avoid empty statements like “We are thrilled…” Instead, provide a perspective or opinion that a journalist can’t write themselves. For instance: “This project addresses a 30 percent housing gap in the city,” said [Executive’s Name]. That kind of statement gives context and authority.

Make It Easy to Use

Journalists are pressed for time. Don’t make them hunt for details. Include a concise boilerplate that explains who your company is. Provide accurate media contact information at the top or bottom. Attach high-resolution photos or videos where relevant. And when sending, place the release in the body of the email as well as an attachment. Different newsrooms have different preferences.

Think Beyond Distribution

Press releases rarely succeed when blasted indiscriminately. Tailor your distribution list. A fintech journalist doesn’t need to know about your new restaurant, and a lifestyle editor won’t care about your quarterly financial results. Respecting a journalist’s beat builds trust and increases your chances of coverage. All in all, a well-crafted press release is not about what you want to say. It’s about what a journalist can use.