Introduction

Crafting a press release that journalists notice requires strategy and precision. With newsrooms flooded daily, your release must stand out to earn coverage.

This guide provides actionable steps to create compelling press releases, target the right media, and build journalist relationships. Partnering with 9-Figure Media, a PR agency specializing in high-profile placements like a Forbes guest post, boosts your chances of success.

This 7,000-word resource outlines practical tactics, supported by examples and data, to help you secure media attention. How do you make your story irresistible to journalists? Read on to find out.

Table of Contents

• Understanding Press Releases
• Why Journalists Ignore Press Releases
• Creating a Newsworthy Press Release
• Finding a Strong Angle
• Writing a Clear Headline
• Structuring Your Release
• Targeting Journalists
• Building a Media List
• Finding Contact Information
• Personalizing Pitches
• Timing Your Release
• Using Digital Tools
• Distribution Services
• Social Media and HARO
• Building Journalist Relationships
• Avoiding Common Errors
• Measuring Results and Following Up
• Partnering with a PR Agency
• Final Thoughts

Understanding Press Releases

A press release announces news to journalists, aiming to secure media coverage. It communicates product launches, milestones, or insights in a concise format. Beyond informing, it shapes your brand’s narrative and boosts online visibility through SEO and backlinks.

Key purposes include:

• Sharing timely news with media outlets.
• Establishing brand credibility through coverage.
• Driving website traffic via published links.

For example, a tech startup launching an AI tool gained coverage in TechCrunch after a release highlighted its 20 percent cost reduction for small businesses. Such outcomes enhance authority and attract customers. Ask yourself: What specific goal do you want your press release to achieve?

Why Journalists Ignore Press Releases

Journalists receive hundreds of releases daily, rejecting most for clear reasons. Understanding these helps you avoid pitfalls.

Common reasons for rejection:

• No news value: Releases lacking a unique angle or public interest fail. A generic product announcement without data or context gets ignored.
• Wrong audience: Pitching a fashion story to a sports reporter wastes time.
• Impersonal outreach: Generic emails show lack of effort.
• Poor timing: Releases sent during major news events often get buried.
• Unclear writing: Typos or jargon confuse readers.

Data from Cision shows 70 percent of journalists discard releases due to irrelevance. A Nashville bakery learned this when their generic release about a new cupcake flavor flopped. After refining their angle to highlight a charity partnership, local papers covered it. How can you ensure your release aligns with a journalist’s beat?

Creating a Newsworthy Press Release

A press release must tell a story journalists want to share. Focus on clarity and relevance.

Finding a Strong Angle

Identify why your news matters. Tie it to trends, problems, or unique achievements. Consider:

• Timeliness: Does your story connect to current events? A renewable energy startup announced a solar panel breakthrough during a climate conference, earning coverage.
• Impact: How does your news affect readers? A health app’s release emphasized its 15 percent improvement in user fitness, backed by a study.
• Exclusivity: What makes your story different? A Nashville musician’s release about a genre-blending album stood out for its local roots.

Brainstorm angles by asking: What problem does my news solve?

Writing a Clear Headline

Your headline grabs attention in seconds. Keep it under 80 characters, specific, and direct. Instead of “Company Launches Product,” write “AI Startup Cuts Costs 30 Percent with New Tool.” A Nashville nonprofit used “Local Charity Feeds 1,000 Families in 2025” to secure coverage. Include keywords like PR agencies naturally, but avoid forcing them. What headline would make you click?

Structuring Your Release

Follow a standard format for clarity:

• Header: Add “FOR IMMEDIATE RELEASE,” contact details, and your logo.
• Headline: Bold and concise.
• Subheadline: Expand on the headline in one sentence.
• Lead Paragraph: Cover who, what, when, where, why, and how in 2–3 sentences.
• Body: Use 2–3 paragraphs with quotes, data, and details. A CEO quote adds credibility, like “Our tool saves businesses $10,000 annually,” from a tech founder.
• Boilerplate: Describe your company in 50 words.
• Call to Action: Invite journalists for interviews.
• End Mark: Use =# to signal completion.

Keep releases 300–400 words. A retailer’s release about a new store gained traction by including a customer quote about its unique shopping experience. How can you make your release concise yet informative?

Targeting Journalists

Reaching the right journalists increases pickup chances. Precision matters.

Building a Media List

Create a list of outlets and reporters covering your industry. Options include:

• National publications: Forbes, Wired for broad reach.
• Trade journals: AdWeek for marketing, Fast Company for startups.
• Local media: Nashville Scene for Tennessee businesses.

Use Muck Rack to identify reporters. A SaaS company targeted tech journalists who wrote about AI, resulting in a VentureBeat feature. Aim for 50–100 contacts. Who covers stories like yours?

Finding Contact Information

Locate journalists’ emails through:

• Publication websites: Check “Contact” pages.
• Twitter: Many journalists share pitch preferences.
• Tools: Hunter.io verifies emails.
• HARO: Respond to queries to connect.

Avoid generic inboxes. A Nashville entrepreneur found a reporter’s email via LinkedIn, leading to a feature in a local business journal. Where can you find your target journalists?

Personalizing Pitches

Tailor each email to the journalist. Mention their recent work and explain why your story fits. Example:

Dear Sarah,
Your Forbes piece on green tech inspired me. Our Nashville startup’s solar panel cuts emissions by 25 percent. Can I share more details?

A study found personalized pitches boost responses by 32 percent. A retailer pitching to PR agencies in Nashville referenced a journalist’s local business article, securing a feature. How can you make your pitch feel personal?

Timing Your Release

Timing impacts visibility. Plan carefully.

Best practices:

• Send Tuesday-Thursday, 8–10 AM, when journalists are active.
• Avoid major news events unless relevant. A startup delayed a release during a national election to avoid being overshadowed.
• Match publication schedules: Dailies need short lead times, magazines need weeks.
• Consider seasons: A retailer timed a release for holiday shopping, gaining coverage.

A Nashville event planner sent a release about a festival on a Wednesday morning, earning local TV coverage. When does your audience engage most?

Using Digital Tools

Tools expand your reach and streamline efforts.

Distribution Services

Services like PR Newswire or EIN Presswire send releases to thousands of journalists. Benefits include:

• Wide reach: PR Newswire accesses 270,000 journalists.
• Analytics: Track opens and clicks.
• Budget options: EIN starts at $99.95.

A small business used Business Wire for a product launch, landing a Forbes mention. Choose based on goals. PR agencies often guide service selection. Which service fits your budget?

Social Media and HARO

Twitter connects you with journalists. Follow reporters, engage with their posts, and share your release. A Nashville cafe tweeted about a new menu, tagging local food writers, leading to a blog feature.

HARO links sources to journalists. Respond to queries within hours. A tech founder answered a HARO request, earning a Wired quote. How can you leverage Twitter or HARO today?

Building Journalist Relationships

Long-term connections yield better results than one-off pitches.

Strategies include:

• Offer value: Share industry data without expecting coverage.
• Respect time: Keep emails under 150 words.
• Follow up: Wait a week, then send a brief note.
• Show appreciation: Share their articles online.

A startup founder emailed a journalist with market trends, later securing a feature. PR agencies in Nashville like 9-Figure Media maintain media networks, simplifying outreach. Who can you connect with this month?

Avoiding Common Errors

Mistakes derail even strong releases. Avoid these:

• Promotional tone: Skip buzzwords like “revolutionary.” Use facts, like “reduced costs by 20 percent.”
• Multiple messages: Focus on one story. A retailer’s release about a store opening and a sale confused journalists.
• Ignoring readers: Tailor to the outlet’s audience.
• No visuals: Include a product image or infographic.
• Sloppy editing: Proofread twice.