How Can You Write a Press Release that Gets Picked Up by Major Media Outlets?
A captivating press release is your golden ticket to grabbing the attention of major media outlets. According to industry leaders, such as CEOs and Social Media Experts, the secret lies in a few strategic insights. Beginning with crafting a clear and catchy headline, and wrapping up with starting with a compelling newsworthy angle, these six pieces of advice are essential for anyone in public relations.
- Craft a Clear and Catchy Headline
- Connect to a Trending Topic
- Present a Unique Market-Aligned Angle
- Focus on a Compelling Newsworthy Angle
- Prioritize Clarity and Authenticity
- Start with a Compelling Newsworthy Angle
Craft a Clear and Catchy Headline
Start with a clear and catchy headline that tells the story you want picked up. Focus on the value and distinctiveness, like we did with a Google AdWords campaign that delivered a 5,000% ROI for a client. Specific outcomes grab attention.
Provide unique insights by leveraging comparisons. Highlight substantial growth or challenges faced. For instance, showcasing a 14,000% increase in web traffic in a year illustrates a compelling shift.
Make sure your press release is custom-made for the intended audience. When boosting website traffic via LinkedIn Outreach, our specific user-focused content strategy was key. Substantial personalization resonates with media outlets.
Connect to a Trending Topic
To get your press release noticed, connect it to a trending topic. When your news taps into what's already hot, it grabs attention immediately.
For example, instead of just announcing a healthcare event, link it to a current trend like blockchain or A.I. This fresh angle makes your release more relevant and interesting, giving journalists a reason to cover it and helping your news stand out in the sea of daily pitches.
Present a Unique Market-Aligned Angle
When writing a press release, I focus on presenting a unique angle that aligns with the current market needs and trends. At Rocket Alumni Solutions, I emphasized the transformative impact of our digital recognition platforms on school communities, highlighting real benefits like a 60% increase in user trust from our UGC campaigns. Concrete statistics like these capture media interest.
My tactic also involves showcasing problem-solving through innovation. I once negotiated a partnership with a major educational tech provider by presenting detailed case studies and data-driven insights, resulting in a deal 40% above our initial expectations. This approach not only demonstrates value but adds depth and credibility to the story.
Additionally, I leverage strategic partnerships and content-syndication to boost visibility. A recent guest-article partnership led to a 60% increase in referral traffic, proving that collaboration and timing can amplify the reach and attractiveness of your press release. By embedding our press releases with tangible data and fostering genuine narratives, I ensure they're not just noticed but remembered.
Focus on a Compelling Newsworthy Angle
One key piece of advice for writing a press release that gets picked up by major media outlets is to focus on a compelling angle that highlights newsworthiness. Start with a strong headline that grabs attention, and ensure the first paragraph answers the who, what, when, where, and why succinctly. Use clear, concise language, and provide relevant data or quotes to back up your story. Tailoring the content to align with the interests of specific media outlets can also increase your chances of coverage. Finally, always include a strong call-to-action and contact information, making it easy for journalists to follow up.
Prioritize Clarity and Authenticity
When writing a press release, clarity and authenticity are paramount. Many agencies tend to overthink and mangle messaging with jargon and buzzwords. I saw this at Redfox Visual before starting The Rohg Agency. We found success by ditching the fluff—our motto is "never out-clever clarity." For instance, instead of convoluted tech talk, we'd say, "All your photos in one place"—simple and effective.
Another key is staying results-focused. At The Rohg Agency, our philosophy revolves around genuine customer engagement and achieving tangible results. When we helped the Idaho Lottery with their rebranding, we highlighted the change's impact in terms of increased ticket sales and player engagement. Stick to significant outcomes like these, make them relatable, and you'll grab media attention more effectively.
Finally, don't sideline your brand's personality. While the typical press release can feel robotic, injecting a bit of personality—like our fun-yet-professional rebrand for Express Plumbing—can make you stand out. Be bold in your uniqueness; if you're not boring, your press release won't be either. That's what makes the difference.
Start with a Compelling Newsworthy Angle
For a press release to catch the attention of major media outlets, start with a compelling, newsworthy angle that's clear from the headline. Focus on a hook—whether it's an industry first, a unique perspective, or a timely connection to current trends—and keep the release concise and impactful. Journalists sift through countless pitches, so ensure your lead paragraph quickly conveys why this story matters now. Lastly, a relevant quote should be added to add credibility and human interest, making it easy for the media to see the value and appeal of the story.
