Tips for Writing a Press Release That Gets Picked Up

Starting a press release can often be the most challenging part of the task. To help you get started on the right foot, Medianet’s Editorial team has compiled a quick guide with essential best practices for writing press releases that capture attention.

1. Craft a clear, factual headline

While it might seem mundane, a factual headline is crucial. It should be short, direct, and reflect the content of your press release. Avoid misleading clickbait-style headlines. These will not help journalists easily recall your press release when they sift through the hundreds of emails they receive daily.

2. Answer the 5Ws and H in the first paragraph

Your first paragraph should answer the key questions: Who, What, When, Where, Why, and How. This is where you convey the essential information succinctly. Keep it brief and lead naturally into a spokesperson’s quotes in the second paragraph. Journalists are often time-poor and may not read beyond the headline and first paragraph, so it’s important not to bury the key message too far down in your press release.

Fact 💡

According to the 2023 Medianet Australian Media Landscape Report, 70% of journalists read less than a paragraph when receiving a pitch or press release.

3. Use active language for timeliness

For maximum impact, using active language (present tense instead of past or future tense) makes press releases more timely for newsrooms and creates a sense of immediacy.

For example: 

The Medianet Australian Media Landscape Report has revealed for the eighth consecutive year that half of all journalists have changed their roles in any given year (“has revealed” = past tense and has already happened) 

vs.

The Medianet Australian Media Landscape Report reveals more than half of all journalists change their roles in any given year.

(“reveals” = present tense, therefore happening now)

4. Attach relevant images

Over 90% of journalists prefer images attached to press releases, but more than half of releases don't include them. Rather than waiting for journalists to ask for visuals, proactively include a couple of images to enhance your press release. This could be a logo or images of individuals being quoted. With Medianet’s press release distribution service, you can attach an unlimited number of images free of charge, making it easy for journalists to use them directly in their coverage.

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