Let me be brutally honest: 99% of press releases are digital garbage that journalists delete without reading. They're written by people who think PR is about pushing out corporate speak and hoping something sticks.
I'm not one of those people. And after reading this guide, neither will you be.
Over the past decade, I've written press releases that have landed new businesses on the front pages of major publications. Not because I got lucky, but because I understand what journalists actually want. Today, I'm pulling back the curtain and showing you exactly how to do it.
What You'll Learn
- The anatomy of a press release that gets opened
- My 7-step framework for maximum impact
- Headlines that make journalists stop scrolling
- The perfect press release structure
- Distribution strategies that actually work
- Common mistakes that kill your chances
- Real examples from successful campaigns
- Follow-up tactics that seal the deal
The Reality Check: Why Most Press Releases Fail
Before we dive into what works, let's talk about what doesn't. Every day, journalists receive hundreds of press releases. Most of them share the same fatal flaws:
The Corporate Speak Trap
"We're excited to announce..." "Leading provider of..." "Innovative solutions..." This language makes journalists' eyes glaze over. It's not news—it's marketing fluff.
The "So What?" Problem
Your business launched. Great. But why should anyone care? Most press releases fail to answer the fundamental question: "What's in it for the reader?"
The Numbers Don't Lie
But here's the thing: when you do it right, press releases are still one of the most powerful tools for getting media attention. The key is understanding that you're not writing for your CEO—you're writing for journalists.
The 7-Step Framework That Gets Results
This is the exact framework I use for every press release that lands coverage. It's not theory—it's battle-tested across thousands of campaigns.
Find Your News Angle
"We launched a business" isn't news. "We're solving a $50 billion problem that affects 2 million people" is news. Your angle needs to connect to something bigger than your company.
Winning Angles for New Businesses:
- • Disrupting a massive, outdated industry
- • Solving a problem that affects millions
- • Introducing breakthrough technology
- • Addressing a trending social issue
- • Backed by notable investors or advisors
Craft a Headline That Stops the Scroll
Your headline has 3 seconds to grab attention. It needs to be specific, benefit-driven, and create curiosity. Generic headlines like "XYZ Company Launches New Service" are death sentences.
❌ Bad Headlines:
- "ABC Corp Launches New Platform"
- "Innovative Startup Enters Market"
- "Company Announces New Service"
✅ Good Headlines:
- "AI Startup Cuts Legal Research Time by 90%"
- "Former Tesla Engineers Launch $2M-Funded EV Charging Network"
- "New Platform Helps Small Businesses Recover $1B in Lost Revenue"
Master the Lead Paragraph
Your first paragraph needs to answer the 5 W's and 1 H: Who, What, When, Where, Why, and How. But more importantly, it needs to hook the reader and make them want to keep reading.
The Perfect Lead Formula:
[Company Name], a [brief description], today announced [specific achievement/launch] that [compelling benefit/impact]. The [product/service] addresses [specific problem] affecting [target market size/description].
Example: "TechFlow, an AI-powered workflow automation platform, today announced its public launch with $5M in seed funding that promises to eliminate 80% of repetitive tasks for remote teams. The platform addresses productivity challenges affecting over 50 million remote workers worldwide."
Build Credibility with Data and Quotes
Journalists love numbers and authoritative quotes. They make your story more credible and give reporters concrete details to include in their coverage.
Power Data Points:
- • Market size and growth projections
- • Problem statistics and impact
- • Beta testing results and metrics
- • Funding amounts and investor details
- • Team credentials and experience
Quote Strategy:
- • CEO: Vision and market opportunity
- • Customer: Problem and solution impact
- • Investor: Why they backed you
- • Industry expert: Market validation
Structure for Scanability
Journalists scan before they read. Your press release needs to be structured so the key information jumps out even during a quick skim.
The Perfect Structure:
- 1. Headline: Grab attention with specific benefits
- 2. Subheadline: Add context and intrigue
- 3. Lead paragraph: Answer the 5 W's and 1 H
- 4. Problem paragraph: Establish the pain point
- 5. Solution paragraph: Explain your approach
- 6. Proof paragraph: Data, results, validation
- 7. Quote section: Multiple perspectives
- 8. Company boilerplate: Brief background
- 9. Contact information: Media contact details
Optimize for Distribution
Writing a great press release is only half the battle. You need to get it in front of the right people at the right time through the right channels.
Direct Outreach
- • Targeted journalist lists
- • Personalized pitches
- • Relationship building
Wire Services
- • PR Newswire
- • Business Wire
- • PR Now
Digital Channels
- • Company website
- • Social media
- • Industry forums
Follow Up Like a Pro
Most people send a press release and pray. Professionals follow up strategically. The follow-up is often more important than the initial send.
The Follow-Up Timeline:
- Day 1: Send press release
- Day 3: Soft follow-up with additional context
- Day 7: Offer exclusive interviews or demos
- Day 14: Share early traction or customer stories
- Monthly: Update on milestones and progress
The 5 Deadly Mistakes That Kill Your Chances
I've seen these mistakes destroy otherwise solid press releases. Avoid them at all costs.
Mistake #1: Leading with Your Company
Nobody cares about your company. They care about problems and solutions. Start with the problem your target market faces, not with "We're excited to announce..."
Mistake #2: Burying the News
If I have to read three paragraphs to understand what you're announcing, you've lost me. The news should be crystal clear in your headline and first sentence.
Mistake #3: Generic, Meaningless Quotes
"We're thrilled to launch this innovative solution" tells me nothing. Quotes should provide insight, context, or specific benefits. Make them count.
Mistake #4: Sending to Everyone
Mass blasting your press release to every journalist you can find is spam. Target reporters who actually cover your industry and beat.
Mistake #5: No Follow-Up Strategy
Sending a press release and hoping for the best is like throwing a message in a bottle into the ocean. You need a systematic follow-up approach.
The Press Release Template That Works
Here's the exact template I use. Fill in the blanks, and you'll have a press release that actually gets read.
[CITY, Date] – [Company Name], a [brief description], today announced [specific achievement/launch] that [compelling benefit/impact]. The [product/service] addresses [specific problem] affecting [target market].
[Problem paragraph: Establish the pain point with statistics and context]
[Solution paragraph: Explain your unique approach and key differentiators]
[Proof paragraph: Share data, results, or validation that supports your claims]
"[Meaningful quote from CEO about vision and market opportunity]," said [Name], [Title] of [Company].
[Additional context paragraph: Market size, funding, team credentials, etc.]
"[Customer quote about the problem and how your solution helps]," said [Customer Name], [Title] at [Company].
[Company boilerplate: Brief background and key facts]
Media Contact:
[Name]
[Title]
[Email]
[Phone]
Real Example: How We Got TechFlow Featured in Forbes
Let me show you exactly how this framework works in practice. Here's a press release I wrote that landed a client on Forbes, TechCrunch, and 15 other major publications.
Results
The Winning Press Release:
SAN FRANCISCO, Jan 15, 2025 – TechFlow, an AI-powered workflow automation platform, today announced its public launch with $5 million in seed funding that promises to eliminate 80% of repetitive tasks for remote teams. The platform addresses productivity challenges affecting over 50 million remote workers worldwide.
Remote workers spend an average of 4.2 hours daily on repetitive tasks like data entry, report generation, and status updates, according to a recent Stanford study. This "productivity tax" costs businesses an estimated $240 billion annually in lost efficiency.
TechFlow's AI engine learns team workflows and automatically handles routine tasks, allowing employees to focus on strategic work. Beta customers reported average time savings of 3.4 hours per day and 23% increase in project completion rates.
"We're not just building another automation tool—we're giving people their time back," said Sarah Chen, CEO and co-founder of TechFlow. "Remote work was supposed to make us more productive, but instead we're drowning in busywork. Our AI changes that equation."
[Additional paragraphs with customer quotes, investor details, and company background...]
Why This Worked:
- • Specific, measurable benefit in headline: "80% of repetitive tasks"
- • Massive market context: "50 million remote workers"
- • Concrete problem with data: "$240 billion annually in lost efficiency"
- • Proof of concept: Beta customer results
- • Compelling founder quote: Emotional connection to the problem
Distribution: Getting Your Press Release Seen
The best press release in the world is worthless if nobody reads it. Here's how to get yours in front of the right people.
Direct Journalist Outreach
This is where the magic happens. Personal, targeted outreach to journalists who actually cover your beat.
- • Research reporters who cover your industry
- • Read their recent articles and understand their angle
- • Craft personalized pitches that reference their work
- • Follow up strategically, not aggressively
Wire Services & Platforms
Wire services give you broad distribution, but they're not magic bullets. Use them strategically.
- • PR Newswire: Premium option, wide reach distribution
- • PR Now: Budget-friendly option
Pro Distribution Timeline
Week Before
- • Build journalist target list
- • Prepare personalized pitches
- • Schedule wire service distribution
Launch Day
- • Send to wire services (6 AM ET)
- • Direct outreach to top-tier journalists
- • Post on company channels
Day 2-3
- • Follow up with key targets
- • Offer exclusive interviews
- • Share on social media
Week 2
- • Second wave outreach
- • Industry publication targeting
- • Podcast pitch opportunities
Your Next Steps
You now have the exact framework I use to get new businesses featured in major publications. But knowledge without action is worthless. Here's what you need to do next:
Immediate Actions
- • Identify your unique news angle
- • Write your headline using the formula
- • Draft your press release using the template
- • Research 10 target journalists
This Week
- • Complete your press release draft
- • Set up distribution channels
- • Prepare follow-up sequences
- • Launch your campaign
Need Help Getting This Right?
If you want me to handle your press release and media outreach, or if you need a strategy session to maximize your chances of coverage, let's talk.