Most press releases don’t earn media coverage. That’s not because “the media is broken.” It’s because most press releases aren’t written for journalists or their audiences.
We’ve already covered the top four reasons your press releases don’t get coverage and what you should know about media relations and earned media coverage before hiring a PR firm.
Here’s the part marketers often resist.
Background
1. A news release isn’t required to earn media coverage.
A press release can help, but it isn’t a prerequisite for earning media coverage. Many of the strongest stories start with a direct pitch, not a PDF attachment nobody asked for. If the story is timely, relevant, and aligned with topics the outlet covers, journalists don’t need a release. They need a story worth sharing.
2. A news release is a tool, not a strategy.
A news release should function like documentation: It records facts clearly and gives journalists a trustworthy source to cite. It does not create demand. It does not force attention. And it does not compensate for a story that lacks relevance.
Top-performing news releases follow these three rules (the part marketers really don’t like)
3. The headline doesn’t mention your organization.
This one hurts, but it’s true: The media doesn’t care who sent the press release. They care what happened, why it matters, and who it affects.
If your headline leads with your company name, your marketing team might feel good, but your coverage odds drop. Unless you’re Nike, Coca-Cola, or Disney, a journalist wants the “so what” first — not your brand.
4. The release avoids empty hype and unsupported claims.
Words like “prestigious,” “highly acclaimed,” “best-in-class,” “global leader,” “award-winning,” and “fastest-growing” don’t build credibility. They burn it.
If you insist on a big descriptor, you need a credible third-party source, and you need to cite it cleanly. Otherwise, it reads like advertising, and journalists don’t run ads.
5. The first sentence gets straight to the news.
Stop warming up the room. You’re not writing a movie trailer. You’re writing for someone who has three seconds to decide if your story matters.
Strong releases lead with the actual finding or outcome in the first sentence — written for the journalist’s audience, not the company’s internal pride.
(The last three tips are from Newswise research on the top three most-viewed news releases sent to reporters.)
Three bonus tips
6. A modern release embeds 3–5 FAQs (yes, inside the release).
Add 3–5 short FAQs that answer the obvious follow-up questions a journalist and their readers will ask next. This makes your release more usable, more complete, and easier to turn into coverage.
It also increases the likelihood that AI-powered search results will cite your content, as Q&A formatting makes key facts easier to extract and reuse.
7. Your quote should say something real.
Most press release quotes are empty calories: “We’re thrilled,” “We’re honored,” “This is exciting.” Journalists ignore them because they add nothing.
Instead, your executive quote should do one of two things:
- Add a sharp opinion that can’t go in the factual copy.
- Explain the strategic “why” in a credible, specific way.
Short. Direct. Memorable. If a quote could come from any news release from any company in any industry, delete it.
8. Write like a journalist.
A release should read like something a reporter could run with minimal edits. Not “inspired by journalism.” Not “optimized for the brand voice.” Journalist-ready.
Your goal: An editor can copy and paste it verbatim if they need to, because deadlines don’t care about your internal approval process. Use AP Style. Lead with the most important facts. Stick to the inverted pyramid.
Two more that matter more than most “tips” lists
9. Act like a publicly traded company, even if you aren’t one.
Most companies keep the most newsworthy part of their news release out of the release: the numbers. If you want credibility, share measurable facts:
- Revenue or sales impact (even ranges help)
- Growth figures
- Customer counts
- Locations and footprint
- Employees
- Contract terms (when possible)
- Square footage, acreage, dollars saved, time reduced, outcomes achieved, etc.
You don’t need to share everything. But if you share nothing, you force the media to guess. And they won’t.
10. A press release is a baby step.
A press release doesn’t create coverage. It supports coverage.
Earned media comes from a process: identifying newsworthiness, targeting the right outlets, pitching strategically, following up professionally, and building reporters’ trust over time. That’s why we share our proven 20-step process for earning media coverage.
FAQs about modern press releases
Do journalists still want press releases in 2026?
Yes, but only when the release delivers clear, factual information they can trust and use quickly. Journalists value releases that function as reliable documentation, not promotional material.
How many press releases should a company issue each year?
There is no ideal number. Companies should issue press releases only when they have legitimate, audience-relevant news. Frequency without newsworthiness weakens credibility.
Should I write press releases for search engines or journalists?
You should write press releases for journalists first. Releases written in clear, neutral language for human readers tend to perform better, with search-engine visibility and AI-powered discovery as a secondary benefit.
What makes a press release “journalist-ready”?
Journalist-ready releases lead with the news, avoid hype, use AP style, include verifiable facts, and require minimal editing. An editor should be able to publish it verbatim if needed.
Can a strong press release guarantee media coverage?
No. A strong release supports media outreach, but coverage depends on newsworthiness, timing, relevance to the outlet, and effective pitching and follow-up.
Need help figuring it out?
If you want press releases and media outreach that produce earned media coverage (not just internal applause), our PR agency can help.
Topics: media relations, news release, press release syndication
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