How to get your press release picked up
Every approved release is published on PRWire and gets guaranteed coverage through our partner network. Pick-up by other journalists depends on how newsworthy your story is. These tips help it stand out.
Ways to improve your chances
The journalist test
Tips
6 ways to improve your chances
Lead with real news
Journalists look for something new: a launch, a deal, a result, an appointment, a first. If nothing has changed, it isn’t a story yet.
Make it timely
Tie your announcement to a date, event, season or trend, and submit it when the news happens, not weeks later.
Write a plain, factual headline
Say who did what, in plain words. Avoid hype such as “revolutionary” or “world-leading”.
Put the key facts first
Answer who, what, when, where and why in the first paragraph. Many editors decide from the headline and the first two lines.
Add proof and a real quote
Figures, results, prices and named partners make a story credible. Add a quote from a named person that gives opinion or context.
Use a strong image
A clear, high-resolution photo of the product, people or event. A story with a usable picture is easier to publish.
Mistakes to avoid
What stops a story being picked up
Marketing language
Superlatives and sales copy read like an advert. Stick to facts and let the news speak.
Burying the news
If the announcement only appears in the third paragraph, most readers never reach it.
Too long or too vague
Focus on one announcement. Long background sections and jargon lose attention.
Old news
A release about something that happened weeks ago is rarely picked up.
No way to follow up
A missing or generic contact, such as info@, makes it harder for journalists to ask questions.
The wrong category
Your release goes to journalists who follow that industry. The wrong category puts it in front of the wrong reporters.
After your release goes live
Be ready to respond
Keep your media contact available, with extra images, figures and interview slots ready for journalists who get in touch.
Share it yourself
Post your PRWire link on your website, newsletter and social channels so customers and partners see it too.
Follow up selectively
If a journalist already covers your industry, send them a short personal note with the link, not a mass email.
Measure the results
Find your release under My Posts in your account and request a coverage report. We email you when it’s ready to download.