Press Releases That Get Media Attention

Let’s be real—most press releases never see the light of day. They get buried in inboxes, lost in piles of media submissions, or skimmed for five seconds before getting the dreaded “delete.” But here’s the good news: it’s not that journalists don’t care. It’s that most press releases just… aren’t that good.

If you want to stand out in the noisy digital world, you’ve got to learn how to write a press release that doesn’t just inform—it grabs attention, demands interest, and delivers value. Whether you're launching a new product, celebrating a milestone, or announcing a big partnership, this is your cheat sheet to creating press releases that actually make headlines.

Start With a Killer Headline

Think of your headline as the first handshake. If it’s weak, no one’s going to want to stick around. Journalists get hundreds of pitches a day, and the headline is your first (and maybe only) shot at convincing them to keep reading.

Your headline should be clear, concise, and scroll-stopping. Avoid jargon. Be bold. Give a sense of urgency or relevance. Instead of saying:

"XYZ Company Announces New App Launch"

Try something like:

"This App Just Made Managing Finances Way Less Miserable—Here’s How"

See the difference? One sounds like a press release. The other sounds like a story worth reading.

Open With a Bang

You’ve got one paragraph—maybe two—to make your case. The opening should answer the who, what, when, where, and why quickly and cleanly, but it should also tease why this news matters right now.

Don’t bury the lede. If you're launching a life-changing product, say that. If your company just raised millions in funding, say it loud. Lead with the most impactful point.

And please—for the love of headlines—don’t start with “We are excited to announce…” That’s the press release equivalent of “I hope this email finds you well.”

Keep It Snappy and Relevant

Nobody has time for fluff. Keep your press release between 400–600 words, max. And every word should work hard. Avoid long intros, excessive background info, or a drawn-out company bio.

Instead, focus on the story behind the announcement. How does it impact customers? What problem are you solving? Why now? Why should anyone outside your office care?

If it’s not something a journalist can quickly turn into a story or segment, you’re wasting your time and theirs.

Include Quotes That Actually Say Something

Most quotes in press releases are about as exciting as watching paint dry. You know the ones:

“We are thrilled to be launching this initiative and look forward to serving our customers.”

Yeah… nobody’s running that.

A good quote adds personality, emotion, or a unique point of view. It should sound like a person talking, not a robot reading from a script. Journalists love quotes that bring a story to life—so make yours count.

Here’s a better version:

“We’ve seen how frustrating it is for people to track their finances across five different apps. We wanted to fix that with something simple, beautiful, and intuitive.”

Now that’s a quote worth using.

Format Like a Pro

Looks matter. Your press release should be clean, structured, and easy to skim. Here’s a basic format that works like a charm:

1. Headline – Bold, catchy, and newsworthy.

2. Subheadline (optional) – A little more context if needed.

3. Dateline – City, State – Date.

4. Opening Paragraph – The key info: who, what, when, where, why.

5. Body Paragraphs – Supporting details, background, and quotes.

6. Boilerplate – Short company bio at the end.

7. Contact Info – Name, email, phone number, and links.

Pro tip: Always include a media contact that actually checks their inbox.

Make It Media-Ready

Want to really stand out? Make journalists’ jobs easier. Include high-resolution images, videos, or links to assets they can use. Add quotes from relevant industry figures or data points that back up your claim.

If you’re announcing an event, include media invite details. If you’re launching a product, include a demo link. The goal is to make the release so plug-and-play that a journalist could copy and paste it into a story with minimal effort.

Distribute Smarter, Not Harder

Sending your press release to every media contact you can find is a rookie move. Instead, get targeted. Think about who would actually care about your story.

Are you a tech company? Hit up tech blogs, niche podcasts, and startup publications. Launching a book? Go for literary websites, book reviewers, and culture writers.

And don’t forget local media—TV, radio, and regional papers are often more responsive than national outlets. Everyone wants a story that feels personal or local.

Use a press release distribution service if you must, but don’t rely on it. Personalized outreach, done well, is still the gold standard.

Timing Is Everything

Even the best press release can flop if it lands at the wrong time. Avoid weekends, holidays, or big news days (like elections or global events). Ideally, send your release Tuesday through Thursday, early in the day.

And give media some lead time. If you’re announcing something major, consider sending a “media advisory” ahead of time to build buzz.

Track, Learn, and Improve

Once your press release is out, track what happens. Who picked it up? What links got the most clicks? What kind of subject line led to the most opens?

Use tools like Google Analytics, PR distribution platforms, or even a simple UTM code to measure results. Learn from every release and keep refining your strategy.

A Little Help Never Hurts

Let’s face it—writing a press release that hits all the right notes is part art, part strategy, and part hustle. And sometimes, you just want to hand it off to someone who lives and breathes this stuff.

That’s where working with the pros makes a huge difference. Brands like Make Me Noteable have been in the trenches. They know what works, what flops, and how to package your story in a way that gets real media traction. Whether you're a solo founder, small business, or big brand with a bold story to tell, it never hurts to lean on experts who know how to make noise in the right places.