YPen Writing Press Releases: Getting Media Attention for Your News
Writing Press Releases: Getting Media Attention for Your News
A press release is a structured announcement designed to inform journalists about newsworthy events, products, or developments. When done well, a press release generates media coverage. When done poorly — which is most of the time — it goes directly into the delete folder.
What Makes Something Newsworthy
Before writing, ask honestly: is this news? Journalists receive hundreds of press releases daily. They ignore anything that is not genuinely:
- New — a product launch, a significant hire, a milestone, a partnership
- Impactful — affects a meaningful number of people
- Timely — relevant to current events or trends
- Interesting — contains an angle that readers would care about
“Company announces new product” is barely news. “Company’s AI tool reduces hospital wait times by 50%” is news.
The Standard Format
Press releases follow a rigid structure. Deviating from it signals inexperience.
Headline
One line. Clear and compelling. Include the most newsworthy fact. “YPen Launches Free Writing Tool Reaching 100,000 Users in First Month” — who, what, and the impressive detail.
Subheadline (Optional)
One line expanding on the headline. Provides additional context or a secondary angle.
Dateline
City, State — Date — The release begins here.
Lead Paragraph
Who, what, when, where, why. The entire story in one paragraph. A journalist who reads only this paragraph should have the essential information.
Body Paragraphs
Expand on the lead with supporting details: context, quotes, data, background. Follow the inverted pyramid — most important information first, least important last. If the editor cuts from the bottom, nothing critical is lost.
Quote
Include one to two quotes from relevant people — a company executive, a customer, a partner. Quotes should add perspective, not repeat facts. “This partnership represents our commitment to accessibility” — not “We are excited about this partnership” (excitement is not a quote-worthy observation).
Boilerplate
A standard paragraph about the company. The same for every release. Brief, factual, informative.
Contact Information
Name, title, email, phone number of the PR contact.
Writing Tips
Write Like a Journalist
Press releases should read like news articles. Use the same tight, clear prose that journalists use. Third person. Past tense for completed events, present tense for ongoing situations.
Lead with Impact
“XYZ Company today announced…” is the weakest possible opening. Lead with the impact: “Hospital patients in three states will see wait times reduced by up to 50% following XYZ Company’s rollout of its AI scheduling system.”
Include Data
Numbers make press releases credible and newsworthy. Revenue figures, user counts, percentage improvements, survey results — concrete data elevates a release from announcement to story.
Keep It Short
400-600 words. One page. Journalists scan releases in seconds. Respect their time. Every sentence should either inform or be cut.
Avoid Hype
“Revolutionary,” “game-changing,” “industry-leading,” “innovative” — these words mean nothing in press releases because every company uses them. Let the facts speak. If your product is genuinely revolutionary, the data will demonstrate it without the adjective.
Distribution
Targeted Pitching
The most effective approach: identify specific journalists who cover your industry. Send them a personalized email with the release attached or linked. Explain in two sentences why their audience would care.
Wire Services
PR Newswire, BusinessWire, and similar services distribute releases widely. They guarantee distribution but not coverage. Useful for broad announcements.
Your Own Channels
Post the release on your website’s newsroom page. Share on social media. Email to your subscriber list. These ensure your audience sees the news regardless of media pickup.
Common Mistakes
No actual news. A new hire who is not a household name is not press-release-worthy. Save releases for genuinely newsworthy events.
Too long. Anything over one page reduces the chance of being read.
Corporate jargon. “Synergistic solutions leveraging cross-platform capabilities” communicates nothing. Write in plain English.
Missing contact information. A journalist interested in covering the story cannot follow up.
Sending to everyone. A press release about a local restaurant opening should not go to national technology journalists. Target your distribution.
The Relationship
Press releases are one tool in media relations, not the entire strategy. Building relationships with journalists — understanding what they cover, providing useful information even when you do not have news — is more valuable than any individual release.
A well-written press release opens a door. A well-maintained journalist relationship keeps it open.