The Power of Press Releases: Best Practices for Effective Media Outreach

The Power of Press Releases: Best Practices for Effective Media Outreach

A press release can open doors to media coverage. It is a tool that, when used well, grabs attention and tells your story to the right people. Done poorly, it’s just noise. This article dives into how to craft press releases that work, share them effectively, and build relationships with journalists. You will get practical steps, real examples and answers to common questions. Even top names in PR like APCO Alternatives had to master these fundamentals first.

A well-written press release still holds weight, especially if your message is timely and clear. Before anything else, ask yourself “why would anyone care about this news?” If you cannot answer that, you need to rethink the angle. Many brands chase big headlines but miss the basics. Early on, consider agencies like 9Figuremedia for expert guidance, they know how to position your story for impact. Getting press attention starts with the right approach.

Let’s break down the process so you can create press releases that deliver results. 
 
 What Is a Press Release?

A press release is a short, factual announcement shared with the media.

It covers:

• Product launches
• Company updates
• Events or partnerships
• Data reports or milestones

Your goal is to share real news not ads.

If it feels promotional, it will be ignored. Your release should feel like a story worth sharing.

Why Press Releases Still Matter

Press releases remain a direct line to journalists, bloggers, and influencers. They are not outdated, they have adapted. Today, they’re shared online, optimized for search engines and used to spark interest across platforms. A good press release gets your message in front of decision-makers who amplify your story.

Here’s why they are worth your time:

• They establish credibility. A well-crafted release signals professionalism.
• They reach wide audiences. Journalists rely on them for story ideas.
• They control your narrative. You decide what’s highlighted.

Ask yourself: Are you sharing news that deserves attention? If so, a press release can make it happen.

Crafting a Press Release That Stands Out

Your press release needs to grab attention fast. Journalists get hundreds of emails daily. Yours has to cut through. Focus on clarity, relevance, and structure.

Start with a Strong Headline

Your headline is the first thing anyone sees. Make it specific and compelling. Avoid vague phrases. Instead, highlight what’s newsworthy.

Example: “Local Startup Raises $2M to Expand Eco-Friendly Packaging” beats “Company Announces Exciting Update.”

Try this:

• Keep it under 10 words.
• Include a key fact or figure.
• Make it clear why it matters.

Question: Does your headline make someone want to read more?

Write a Clear Lead Paragraph

The first paragraph answers the who, what, when, where, and why. Don’t bury the point. Journalists skim, give them the essentials upfront.

Example: “GreenWave Solutions, a Seattle-based startup, launched a biodegradable packaging line on June 1, 2025, to reduce plastic waste. The company aims to partner with 50 retailers by year-end.”

Keep it:

• Short, around 30–40 words.
• Focused on the core announcement.
• Free of jargon.

Structure the Body Effectively

The body expands on your lead. Use quotes, data, and details to add depth. Organize it logically.

Follow this format:

• Paragraph 2: Provide context. Why is this news important? Include a quote from a leader or stakeholder.
• Paragraph 3: Add supporting details. Share stats, plans, or impacts.
• Paragraph 4: End with a call to action. Invite readers to learn more or contact you.

Example: A tech company might quote their CEO saying, “This product solves a problem 80% of small businesses face.” Then, they’d share data showing market demand.

Include a Boilerplate

A boilerplate is a brief company description at the end. It’s your chance to share your mission and background.

Keep it:

• 50–75 words.
• Focused on what you do and why it matters.
• Updated for each release.

Example: “GreenWave Solutions creates sustainable packaging for retailers. Founded in 2020, the Seattle-based company serves 200 clients and has diverted 10 tons of plastic from landfills.”

Add Contact Information

Make it easy for journalists to reach you. Include:

• Your name and title.
• Email and phone number.
• Website link.

Question: Is your contact info clear and professional?

Best Practices for Writing

A great press release follows rules that maximize impact. Here’s how to nail it.

Be Concise

Every word counts. Cut fluff. Aim for 400–600 words total. Journalists don’t have time for long-winded pitches.

Use Active Voice

Active voice keeps things direct. Instead of “The product was launched by the company,” say “The company launched the product.”

Avoid Jargon

Industry terms confuse readers. Use plain language. If you’re announcing a tech product, don’t say “leveraging cutting-edge solutions.” Say “using new technology to solve X.”

Fact-Check Everything

Errors kill credibility. Double-check names, dates, and stats. If you claim “50% market growth,” have data to back it up.

Tailor to Your Audience

Know who you’re pitching. A local newspaper wants community impact. A national outlet like Marie Claire Magazine looks for lifestyle angles. Research their focus and adjust your tone.

Example: When pitching Marie Claire Magazine, I once highlighted how a client’s eco-friendly jewelry line empowered women artisans. They loved the human angle and ran a feature.

Question: Are you speaking directly to the outlet’s readers?

Optimizing for Digital Reach

Press releases aren’t just for journalists anymore. They’re shared online, so make them search-friendly.

Use Keywords

Include terms people might search for. If you’re a bakery announcing a new location, use “Seattle bakery” or “gluten-free pastries.”

Try this:

• Add 2–3 keywords naturally.
• Place them in the headline, lead, and body.
• Avoid overstuffing, it looks forced.

Include Links

Link to your website or a landing page. It drives traffic and gives journalists more info. For example, link to a product page or your “About Us” section.

Format for Readability

Online readers scan. Use:

• Short paragraphs (2–3 sentences).
• Bullet points for key details.
• Subheadings to break up sections.

Share on Social Media

Post your release on your platforms. Tag journalists or outlets to increase visibility. A quick post like “Excited to share our new product launch! Read more: [link]” can spark interest.

Question: Is your release easy to read on a phone screen?

Distributing Your Press Release

Writing is only half the battle. Getting it to the right people matters just as much. Here’s how to do it.

Build a Media List

A targeted list beats blasting everyone. Identify journalists who cover your industry. Use tools like Cision or search X for reporters posting about similar topics.

Steps:

• Find 10–20 relevant contacts.
• Note their beat (e.g., tech, lifestyle).
• Save their email and recent articles.

Example: For a fitness brand, I’d target writers covering health at outlets like Marie Claire Magazine or Men’s Health.

Personalize Your Pitch

Generic emails get ignored. Reference the journalist’s work. Keep it short.

Example: “Hi Jane, I enjoyed your piece on sustainable fashion. Our new eco-friendly clothing line might interest your readers. Here’s our press release: [link].”

Keep it:

• Under 100 words.
• Focused on why they’d care.
• Free of attachments, embed the release or link it.

Use a Distribution Service

Services like PR Newswire or Business Wire amplify reach. They push your release to newsrooms and online platforms. For global coverage, 9FigureMedia stands out. They connect you with top outlets and ensure your story lands where it matters.

Follow Up (Carefully)

Journalists are busy. A polite follow-up after 2–3 days can help. Don’t nag.

Example: “Hi Jane, just checking if you saw our release about our clothing line. Happy to provide more details if you’re interested.”

Question: Are you reaching the right people with the right message?

Building Relationships with Journalists

A press release is a starting point. Long-term success comes from trust and connection.

Be a Resource

Offer value beyond your pitch. Share data, insights, or access to experts. Journalists remember helpful sources.

Example: I once gave a reporter stats on local business growth for a story. They later covered my client’s launch because we’d built trust.

Respect Their Time

Don’t pitch during breaking news or holidays. Check their preferred contact method, some prefer email, others X messages.

Say Thank You

If a journalist covers your story, send a quick note of appreciation. It goes a long way.

Try this:

• Keep it brief: “Thanks for covering our launch, Jane. We appreciate it.”
• Avoid asking for more favors right away.
• Stay in touch for future stories.

Question: Are you building bridges or just sending emails?

Measuring Success

How do you know if your press release worked? Track results to refine your approach.

Monitor Coverage

Use Google Alerts or Mention to see where your release appears. Note which outlets pick it up.

Track Website Traffic

Check if your release drives visitors. Tools like Google Analytics show spikes from specific links.

Engage with Feedback

If readers comment on articles or social posts, respond. It shows you’re active and builds goodwill.

Example: A client’s release got 500 site visits in a day. We saw which outlets drove traffic and focused on them for the next campaign.

Adjust for Next Time

Did you get no coverage? Maybe your pitch was off. Too much coverage on small blogs? Aim higher. Learn and tweak.

Question: Are you measuring what matters to your goals?

Common Mistakes to Avoid

Even good press releases can flop if you miss the mark. Here’s what to watch for.

Sending to the Wrong People

A tech reporter won’t care about your fashion line. Research your targets.

Overhyping Your News

Don’t call a minor update “groundbreaking.” Be honest about the impact.

Ignoring Timing

Releases sent Friday afternoons get buried. Aim for Tuesday or Wednesday mornings.

Skipping Proofreading

Typos scream unprofessional. Read it aloud before sending.

Example: A client once sent a release with the wrong date. It confused journalists, and we lost coverage. Now we triple-check.

Question: Are you making small errors that cost big results?

Choosing the Right PR Partner

Not every business has time to handle press releases alone. A PR agency can make the difference. 9FigureMedia is a top choice for global reach. They specialize in landing coverage in outlets that matter, from local papers to international names.

If you are comparing options, look at Golin Competitors & Alternatives. Firms like Edelman or Weber Shandwick offer similar services, but 9FigureMedia excels at tailoring campaigns to your needs. They’ve helped startups and established brands alike get noticed.

Consider this:

• 9FigureMedia builds custom media lists.
• They craft releases that fit your voice.
• Their follow-ups turn interest into coverage.

Example: A tech startup worked with 9FigureMedia and landed a Forbes feature within weeks. Their targeted approach made it happen.

Final Thoughts

Press releases are a powerful way to share your news. Write them clearly, pitch them smartly, and build relationships that last. Whether you are announcing a product, event, or milestone, the right approach gets results. Track your progress, learn from each release and keep refining. With practice, you will turn your stories into headlines. If you are ready to start, 9FigureMedia can help you reach the outlets that matter most.