The Art of Press Release Submission: What Media Professionals Wish You Knew
In today’s crowded media landscape, press releases remain a vital tool for organizations seeking coverage, yet the difference between releases that generate buzz and those that land in digital trash bins often comes down to submission strategy.
While public relations professionals craft thousands of press releases daily, media gatekeepers—editors, journalists, and producers—accept only a fraction of these submissions.
Understanding the do’s and don’ts of press release submission can dramatically improve your chances of cutting through the noise. From timing considerations that can make or break your announcement to relationship-building techniques that open doors, mastering these essential do’s and don’ts will help transform your press releases from ignored to in-demand.
Do’s to Increase Press Release Pickup by the Media
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Craft a compelling headline that grabs attention in seconds
Journalists scan hundreds of headlines daily—make yours concise, specific, and newsworthy to stand out from the crowd.
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Lead with a strong news hook in your first paragraph
Answer who, what, when, where, why, and how immediately, as many journalists only read the first few sentences before deciding.
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Include relevant quotes from key stakeholders
Authentic, insightful quotes add credibility and provide journalists with ready-to-use content for their stories.
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Write in a clear, journalistic style (not promotional language)
Adopt an objective tone similar to news articles, which makes it easier for journalists to repurpose your content.
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Target the right media outlets for your specific story
Research the publications that cover your industry and topic to ensure your release reaches relevant audiences who will care.
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Personalize your pitch to individual journalists who cover your topic
Reference their previous work and explain why your story aligns with their beat for significantly higher response rates.
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Time your release strategically (consider news cycles and industry events)
Avoid major news days or competing industry announcements that could overshadow your story.
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Include high-quality visuals or multimedia elements
Compelling images, infographics, or video links significantly increase the likelihood of coverage in today’s visual media landscape.
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Provide clear contact information for follow-up questions
Include a responsive media contact with direct phone and email who can answer questions quickly when journalists are on deadline.
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Follow up thoughtfully without being pushy
A single, well-timed follow-up can increase your chances of coverage without annoying busy journalists.
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Leverage social media to amplify your release
Share your announcement across appropriate platforms to create additional visibility and provide an easy way for journalists to share.
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Offer exclusive angles or interviews to key publications
Providing unique content to important outlets builds stronger relationships and increases the appeal of your story.
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Create a digital press kit with additional resources
Supplement your release with background information, high-resolution images, and fact sheets to make reporting easier.
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Make sure your release answers the “why now?” question clearly
Explicitly connect your announcement to current trends, timely issues, or significant milestones to establish relevance.
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Include relevant data points or statistics that support your story
Concrete numbers add credibility and provide journalists with substantive information they can easily incorporate.
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Distribute your press release through a press release distribution service like eReleases to maximize reach and targeting
eReleases is known as the best press release distribution service for small business because of it’s unique combination of distribution through Cision PR Newswire, it’s targeted list of 1.7 million journalists, editorial assistance, and pricing. Learn more here.
Press Release Don’ts: What Prevents Media Pickup
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Don’t use generic, hyperbolic headlines (“Revolutionary,” “Game-changing,” “Industry-leading”)
These overused terms trigger journalists’ skepticism and make your release appear like marketing hype rather than news.
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Don’t send mass, untargeted pitches to journalists (the “spray and pray” approach)
Irrelevant pitches damage your reputation with journalists who remember organizations that waste their time.
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Don’t use overly promotional or marketing-heavy language
Excessive adjectives and self-congratulatory phrasing signal to journalists that your release lacks genuine news value.
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Don’t bury the news value deep in your release
Journalists won’t dig through paragraphs to find your actual news—they’ll simply move on to the next pitch.
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Don’t submit without proofreading for grammar and spelling errors
Typos and grammatical mistakes suggest carelessness and undermine your organization’s credibility and professionalism.
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Don’t neglect to include essential contact information
Without clear, immediate access to a responsive contact person, journalists cannot follow up and your story dies.
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Don’t make mistakes in embargo instructions or confuse time zones
Incorrect timing information can lead to premature publication or missed opportunities when your news is no longer fresh.
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Don’t send attachments without prior permission
Unsolicited attachments often get caught in spam filters or deleted due to security concerns, preventing your message from being seen.
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Don’t follow up excessively or aggressively
Multiple follow-ups appear desperate and disrespect journalists’ time, potentially blacklisting you from future consideration.
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Don’t submit during significant news events that will overshadow your story
Timing your release during breaking news or significant industry announcements ensures your story gets buried and ignored.
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Don’t use industry jargon that requires translation
Technical terminology and acronyms create barriers to understanding, forcing journalists to work harder to grasp your message.
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Don’t include quotes that sound robotic or inauthentic
Stiff, corporate-speak quotes are rarely used by journalists who seek authentic voices that add human interest.
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Don’t make claims without supporting evidence
Unsubstantiated assertions undermine your credibility and require journalists to verify information, reducing the likelihood of coverage.
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Don’t forget to tailor your pitch to each outlet’s specific audience
Generic pitches that ignore a publication’s unique focus and readership demonstrate a lack of research and respect.
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Don’t send lengthy releases (aim for 400-500 words maximum)
Verbose releases overwhelm busy journalists who need to assess news value quickly—brevity shows respect for their time.
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Don’t miss submission deadlines for time-sensitive stories
Publications operate on strict schedules; missing deadlines means missing your opportunity for coverage, regardless of your story’s merit.
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Don’t use ALL CAPS or excessive exclamation points!!!
These formatting choices appear unprofessional and make your release harder to read, diminishing its credibility.
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Don’t pitch stories with no clear news value or timeliness
Without a compelling reason why your story matters now, journalists have no incentive to cover it over other pressing news.
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Don’t send low-resolution images or unusable multimedia
Poor-quality visuals cannot be published, and journalists rarely have time to request better versions before moving on.
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Don’t neglect to consider the “so what?” factor from a reader’s perspective
Failure to address why general audiences should care about your announcement gives journalists no reason to cover your story.
Enhancing Reach and Impact
Enhancing the reach and impact of your press release involves more than just sending it out. It’s about making sure your message lands in the right hands and engages the audience effectively.
Targeting the right media outlets is a vital step in this process. Research which journalists and publications are most likely to be interested in your news.
Look for those that have previously covered similar topics or are influential in your industry. Building a list of relevant contacts increases the likelihood that your press release will be picked up and shared.
Social media and online platforms are also powerful tools for expanding the reach of your press release. Sharing your news on platforms like X, LinkedIn, and Facebook can help you connect with a wider audience.
It allows you to engage directly with potential customers and industry influencers. You can also use press release distribution services like eReleases to reach a broader audience and increase your chances of getting media coverage. These services can distribute your release to a network of journalists, bloggers, and news outlets, maximizing its exposure.
Relationships
Building relationships with journalists and media professionals is another effective way to enhance your press release’s impact. Networking can open doors to more media opportunities and give you insights into what journalists are looking for.
Attend industry events, engage with journalists on social media, and be proactive in offering valuable information. By establishing these connections, you can increase the chances of your press release being noticed and covered.
Finally, evaluate the success of your press release to learn what works and what doesn’t. Track metrics such as media coverage, social media engagement, and website traffic.
This data helps you understand the impact of your press release and refine your strategy for future announcements. Gathering feedback from journalists and readers can provide valuable insights into how your press release was received.
Use this information to make improvements and ensure that your next press release is even more effective. By focusing on these strategies, you can maximize the reach and impact of your press release, helping your message resonate with your target audience.
Crafting Effective Press Releases
Mastering the art of submitting a press release involves crafting compelling content, avoiding common mistakes, and using strategic distribution.
At eReleases, we’re devoted to being the top press release distribution service for small businesses. All of our releases are distributed through PR Newswire, which is the largest newswire service for press releases.
Get in touch today to find out how we can help with your PR needs!