Write a Press Release That Gets Media Coverage
Wish your brand could get featured on major news outlets without spending on ads? Want real journalists to talk about your new product launch, company milestone, or upcoming event? Then it’s time to learn how to write a press release for media coverage. You don’t need to be a celebrity or a big corporation to earn media. What you need is a well-crafted press release—and a smart strategy behind it.
Most marketers overlook press releases because they seem old-school or intimidating. But here’s what the pros know: press releases are the engine behind successful PR. They’re how journalists find stories. They’re how editors source content. And when written well, they can generate awareness, credibility, backlinks, and even sales—without paid placements. Follow this step-by-step process to get your press release published and your brand in front of the right people.
How to Write a Press Release for Media Coverage: Start by Identifying the Right Media Contacts
Before you write anything, define who you’re writing for. This doesn’t mean your end customer—it means the journalists, editors, bloggers, and content producers who reach your customer.
Build a targeted media list by identifying outlets that cover your industry or audience segment. Examine the publications your target audience reads, and then conduct some competitive research. Use SEO or PR tools that show which media websites link to similar brands or businesses. Check referring domains for media sites that have covered related stories. Build a spreadsheet with contact names, email addresses, outlet names, and notes about their beat or audience. Keep this list updated—it’s a key asset for future launches.
Choose a Story That’s Newsworthy
Not every business update deserves a press release. Focus on what’s genuinely newsworthy from a media perspective. This includes:
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A new product or service launch
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A significant partnership or collaboration
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A leadership change (e.g., new CEO or CMO)
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A local or national event you’re hosting or sponsoring
If you’re unsure whether your story is newsworthy, remember this: journalists are under constant pressure to publish fresh, relevant content. If you package your story clearly and professionally, you’re helping them do their job.
Use the Proven Press Release Format
Structure your release using a format journalists expect. Use the inverted pyramid method: most important information goes at the top, followed by supporting details, and then quotes and context.
Here’s the standard format:
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Your logo – Top right corner. Every time.
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“Press Release” label + Issue Date – Add an embargo notice if needed.
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Media Contact Info – Full name, email, and phone number for someone who can answer questions.
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Headline – Summarize the core story in a clear, engaging way.
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First Paragraph (The Lead) – Cover the who, what, when, and where in 20–30 words.
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Second Paragraph (Background) – Explain why this is happening and provide business context.
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Third Paragraph (Details) – Flesh out how it came together.
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Fourth Paragraph (Quotes) – Add insight or authority with a quote from a company leader, partner, or influencer.
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Fifth Paragraph (Logistics) – Include how to access the product, event details, or any relevant calls to action.
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Boilerplate – End with a short company description and website.
Keep it to one page. Stick to straightforward language. Don’t oversell—let the facts speak for themselves.
Personalize Your Pitch and Follow Up
Once your release is written, don’t blast it out. Email each contact individually. Personalize your outreach—reference a recent article they wrote, explain why your story fits their beat, or mention a shared audience.
If you have a blog or newsroom on your site, publish the release there too. Even if no one picks it up immediately, you’re adding SEO-friendly content to your site and creating a searchable record of your milestones.
Build Relationships with the Press—Not Just One-Off Pitches
Public relations isn’t just about the release—it’s about the relationship. Journalists are more likely to open your email and trust your story if they’ve heard from you before (and you weren’t just selling something).
Engage with them on LinkedIn or X. Share their work. Respect their time and deadlines. Be useful. That way, when your next release hits their inbox, they’ll recognize your name—and take the time to read it.
Stay Persistent and Keep Practicing
Even great press releases don’t get picked up every time. Don’t be discouraged. Keep improving your list, refining your message, and trying different angles.
PR is a long game. With consistent effort, clear communication, and a well-structured press release, your brand can earn the visibility and credibility it deserves.
Want help crafting a strategy that goes beyond ads? At NonStop Marketing, we help marketers build sustainable campaigns that grow influence and revenue. Let’s make your next launch the one that gets people talking.
