How to write a press release journalists actually read

Why most press releases fail

Journalists receive dozens — sometimes hundreds — of press releases every day. The vast majority are deleted within seconds. Not because the news is unimportant, but because the writing makes it impossible to extract the story quickly.

The good news: fixing this is straightforward. A press release that gets read follows a precise structure, respects a journalist's time, and leads with the most important information first.

The inverted pyramid: still the gold standard

Every successful press release is built on the inverted pyramid — the most critical facts appear in the first paragraph, with supporting details following in order of decreasing importance. This lets a journalist grasp the story (or decide it's not for them) in under ten seconds.

Your first paragraph must answer all five W's:

• Who is involved?
• What happened or is being announced?
• When did it happen / does it take effect?
• Where is this relevant?
• Why should the reader care?

If you can't answer all five in two sentences, you don't yet have a clear story — and no press release structure will fix that.

The anatomy of a strong press release

1. The headline

Your headline should read like a news headline, not a marketing tagline. Be specific and factual. Compare: "Company X Revolutionises Industry" (bad) vs."Company X Raises €4 M to Expand AI-Powered Logistics Platform Across Benelux" (good). Include a number or concrete detail whenever possible — it signals substance.

2. The dateline

Open with your city and date: Brussels, 20 February 2026 — This is a standard journalism convention. It immediately communicates freshness and location.

3. The lead paragraph

One to three sentences. Answers all five W's. Written in plain English. No jargon, no adjectives like "world-class" or "revolutionary". If you removed every adjective and the paragraph became stronger, you've written it correctly.

4. The body

Two to three short paragraphs expanding on the story. Include: key facts, relevant context, a quote from a named executive (not a generic spokesperson), and any data or third-party validation. Keep paragraphs to three sentences maximum.

5. The boilerplate

A standard "About Company X" paragraph, 60–80 words, placed at the end after the ### marker. This is not part of the story — journalists skip it. Keep it factual and up to date.

6. Media contact

Name, title, email, and phone number. A journalist who wants to follow up needs to reach a real person immediately. A generic info@ email will cost you coverage.

Common mistakes to eliminate

• Marketing language: "best-in-class", "game-changing", "unique" — delete on sight.
• Burying the lead: If your first paragraph is context and your second is the news, swap them.
• No quote: A press release without a human voice feels like a corporate statement. Include a real quote from a named individual.
• Too long: One page (400–500 words) is ideal. Two pages maximum. Never more.
• No assets: Always attach a high-resolution logo and at least one photo. Journalists cannot illustrate a story with words alone.

A note on timing

Send on Tuesday, Wednesday, or Thursday mornings between 8 and 10 am in the journalist's timezone. Mondays are chaotic; Fridays are dead. Embargoed releases (sent in advance with a publication date) work well for major announcements — they give journalists time to write before the story breaks.

Use PRAI to write better releases, faster

PRAI's AI-powered press release wizard follows this exact structure. It asks the right questions, drafts the lead, generates a quote, and matches your brand voice — so your first draft is already publishable. Try it free.