The problem isn’t the press release itself—it’s how people write them. And if you’re aiming for something that actually gets picked up by the media, shared on socials, and earns you the attention your brand deserves, it’s time to rethink the way you craft your story.
This isn't about flooding in boxes with press release templates straight out of 2006. This is about writing real stories that journalists want to tell and audiences want to read. Ready to write a release that gets you noticed? Let’s dive in.
Think Story, Not Statement
Most press releases read like an announcement carved in marble—cold, stiff, and way too polished. But here’s the thing: the media doesn’t want announcements. They want stories.
Your job isn’t just to say what happened. It’s to tell why it matters. So, instead of “Company X launches new product,” try “Local startup reimagines how busy parents juggle daily routines with AI-powered help.” See the difference?
That’s a story. That’s something with a hook. It’s specific, it’s intriguing, and most importantly, it’s got a human angle. Always find the heart of the story—because that’s where the magic happens.
Headlines That Hook, Not Yawn
You’ve got about 5 seconds to get someone’s attention. That’s not an exaggeration. If your headline doesn’t make them stop scrolling or open that email, the rest doesn’t matter.
Great headlines are like movie trailers: they tease, they excite, and they make you want more. They don’t give away the whole plot, but they drop enough breadcrumbs to get people curious. Think punchy. Think clear. Think irresistible.
A few tips?
Lead with action, not fluff.
Add numbers when you can—they pop.
Use verbs that feel alive.
Instead of: “ABC Corporation Expands Services”
Try: “ABC Corp Doubles Down on Digital—New Services Hit 10K Users in First Week”
That’s the kind of headline that makes people look twice.
Skip the Fluff, Get to the Point
There’s nothing like a press release that spends three paragraphs saying absolutely nothing. We’ve all seen them. Words like “synergy,” “leading-edge,” and “innovative solutions” get tossed around like confetti, and suddenly you’re trapped in a buzzword tornado.
Let’s fix that.
Start strong, with your most important info in the first paragraph. Journalists don’t want to dig—they want the “who, what, where, when, why” right up front. This isn’t the time to bury the lead.
Use short, punchy sentences. Cut the filler. Talk like a human, not a corporate robot. The more readable your release is, the more likely it gets shared.
Add the Goods: Quotes, Stats, and Real-Life Impact
Want to make your press release stand out? Bring in the goods. That means:
- A killer quote from someone real—ideally the founder, CEO, or someone directly involved.
- Stats that show why your news matters.
- A clear picture of the real-world impact.
Quotes add personality and perspective. They help the reader hear the voice behind the news. Stats, on the other hand, ground your story in truth. They show momentum, scale, and significance. Together, they bring your press release to life.
And if you can answer the question “so what?” with a compelling answer—congrats, you’re on the right track.
Format Like a Pro
This part gets overlooked a lot, but it matters more than you think. Journalists are busy people. They don’t want to wade through messy formatting or dig through endless attachments.
Here’s how to format your press release like a pro:
- Use a clear, bold headline.
- Include the date and location at the top.
- Write in a clean, consistent font.
- Break up text with short paragraphs and subheadings.
- Always include a boilerplate (“About Us” section) at the bottom.
- Add contact info—email and phone are both ideal.
Think of your press release as a quick-read news article. Make it easy to skim, and even easier to pull quotes or data from.
Make It Media-Ready
Here’s a secret weapon most people forget: make your release plug-and-play.
What does that mean? Journalists love stories that require little editing. So if your release is written well, tells a strong story, includes great quotes, and is formatted perfectly, it could be used almost word-for-word in an article or online post.
Bonus points if you:
- Include a high-res image or two.
- Add relevant links (website, socials, product pages).
- Provide background info or a link to a press kit.
- The less work a journalist has to do, the more likely they’ll run with your story.
- Timing and Targeting: Don’t Spray and Pray
- Even the best press release will flop if it lands in the wrong inbox at the wrong time.
Before you hit “send,” ask:
- Is this the right day of the week? (Hint: Tuesdays and Wednesdays are usually prime)
- Am I sending this to someone who actually covers this type of news?
- Do I have a short, personalized pitch to go with it?
Sending your release to a curated list of contacts is 10x more effective than blasting it to 500 random emails. Quality over quantity every time.
Track the Results and Learn from the Data
Okay, you sent the release. Now what?
This is where tracking comes in. Did your story get picked up? Shared? Clicked? Did your website traffic spike? Are people talking?
Use tools like Google Analytics, email tracking software, or media monitoring platforms to gauge impact. Pay attention to what works (and what flops). It’ll make your next release even better.
Where Experts Come In
Truth is, writing a standout press release is part art, part science. If you’re juggling a million things—or just not sure how to turn your story into something newsworthy—this is where it helps to have some pros in your corner.
Brands that consistently make waves in the media? They’ve usually got storytellers behind the scenes who know how to turn even small updates into big headlines.
And if you’ve ever wondered where those brands find their voice, it might be worth checking out Make Me Noteable. They’re the kind of team that lives and breathes media buzz, helping brands transform their news into stories people can’t help but click on. No gimmicks. Just real results, powered by sharp strategy and an ear for what makes a headline sing.
Press releases aren’t dead—they just need a glow-up. So next time you’ve got something big (or even small-but-interesting) to share, skip the cookie-cutter template. Tell a story worth telling. And make sure it gets noticed.
Because in the world of media, the right words in the right hands? That’s how you make headlines.