8.1 Writing press releases and media pitches

Press releases and media pitches are crucial tools in public relations. They help organizations share newsworthy information with the media, aiming to get their stories in front of the public. Mastering these formats is key for PR professionals looking to grab attention and secure coverage.

Crafting compelling headlines, lead paragraphs, and tailored pitches are essential skills. By focusing on newsworthiness, relevance, and concise writing, PR pros can increase their chances of media pickup. Including strong quotes and statistics further strengthens the appeal of press releases and pitches.

Press Release Structure

Key Components

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• Press releases are written communications directed at the media to announce newsworthy information about a company, organization, product, service, or individual with the goal of having the media share the information with the general public
• The headline is a brief, attention-grabbing statement that summarizes the main point of the release, typically written in bold, centered at the top of the page, and no more than one line or about 80 characters
• The dateline includes the city of origin and the date the release is being issued and appears after the headline but before the lead paragraph
• The lead paragraph is the first paragraph that provides the most critical information (who, what, when, where, and why), entices the reader to continue reading, and should be concise and factual, typically no more than 25 words
• The body paragraphs provide more detail and background information to support the lead paragraph and often include quotes, statistics, and other relevant details that lend credibility and interest to the story

Formatting Conventions

• The boilerplate is a short, standardized paragraph at the end that provides background information about the company or organization issuing the release and often remains the same across multiple press releases
• The close indicates the end of the release with three hash symbols (###) centered below the last line of the release
• Press releases are typically written in third-person point of view, unless using a direct quote, to maintain an objective tone
• Paragraphs should be short and concise, usually no more than 3-4 sentences each, to make the release easy to scan and read quickly
• Important information should be frontloaded in the release, with the most newsworthy and timely details appearing in the headline and lead paragraph

Attention-Grabbing Headlines

Crafting Effective Headlines

• Headlines should be written in active voice, present tense, and focus on the most newsworthy aspect of the story to convey a sense of immediacy and importance
• Include action verbs in the headline to grab attention and communicate the significance of the news (announces, unveils, launches, partners, expands)
• Keep headlines to no more than one line or about 80 characters so they are easily scannable and don't get cut off in search results or email subject lines (some outlets recommend 65 characters or less)
• Avoid using jargon, clichés, or overly promotional language in the headline that could turn off journalists or readers
• Consider using a subheadline or deck to provide additional context or details that don't fit in the main headline

Compelling Lead Paragraphs

• The lead paragraph should expand on the headline and provide more key details (who, what, when, where, why) in a concise and engaging way, typically no more than 25 words
• Focus on the most important and timely information in the lead, not background details that can be included in later paragraphs
• Emphasize what makes this news relevant and interesting to the media outlet's audience to entice further reading
• Include specific names, dates, locations, and other key facts in the lead paragraph to lend credibility and immediacy to the story
• Avoid using vague or general statements in the lead that don't provide enough information or context for the reader

Tailored Media Pitches

Personalizing Pitches

• Media pitches should have an attention-grabbing email subject line that is brief (around 10 words), specific, and personalized to the recipient when possible, reading like a headline and communicating the value of the story
• The opening line of a pitch should be a personalized greeting that shows the sender has done their research and is familiar with the journalist's work, such as mentioning a recent relevant story they wrote or establishing a connection
• Tailor the angle and details of the pitch to the specific beat, interests, and audience of the journalist or media outlet being contacted
• If pitching a contributed article or op-ed, include a proposed headline and brief outline or summary that aligns with the outlet's style and editorial focus

Crafting Concise Pitches

• The body of a media pitch should be concise, typically 100-200 words, and clearly communicate what the story is, why it's important, and why it's a good fit for the journalist and their audience
• Focus on the unique angle or hook of the story that sets it apart from other news and makes it timely or relevant to current events or trends
• Anticipate and answer potential questions the journalist may have about the story, such as who is involved, what the timeline is, and whether there are any visuals or interviews available
• Include a clear call to action at the end, such as an invitation to learn more, schedule an interview, or attend an event, and make it easy for the journalist to follow up and pursue the story
• Follow up is often necessary, as journalists receive many pitches, so send a brief, polite follow up message reiterating the value of the story

Supporting Evidence for News Value

Compelling Quotes

• Quotes from key stakeholders, experts, or individuals involved in a story can add credibility, emotion, and human interest to a press release or media pitch and help journalists understand the significance and impact of the news
• Attribute quotes to a specific person with their full name, title, and organization and write them in a conversational style that sounds like something the person would actually say out loud
• Use quotes to offer new insights, opinions, or reactions that enhance the story, rather than simply restating information already provided in the press release or pitch
• Include quotes strategically and sparingly, typically no more than 2-3 per release, weaving them into the narrative flow of the story so they don't disrupt the key information
• When pitching a story, consider offering journalists access to interview sources or providing pre-written quotes from relevant spokespeople to make it easier for them to cover the news

Relevant Statistics

• Use statistics, data points, and research findings to demonstrate the importance and relevance of a story and quantify the scope or impact of an issue to make it more tangible for readers
• Ensure statistics are specific, credible, and cited with a reputable source, presenting them in context and not cherry-picking or misleading with numbers
• Use statistics to support key points in the story, rather than overwhelming readers with too many numbers, and present them in an easy-to-understand format, such as percentages or ratios, rounded to whole numbers when possible
• When including statistics in a press release or pitch, consider creating a data visualization, chart, or infographic to make the numbers more engaging and easy to understand at a glance
• If referencing a study or survey, include key details like the sample size, methodology, and margin of error to lend credibility to the findings