How To Write a Press Release That Gets Media Attention

Journalists and editors receive hundreds of press releases every week, often packed with corporate jargon, vague statements or irrelevant details. Most go straight into the trash. But a press release can be one of the most powerful tools for brand visibility when it’s written strategically.

At Dream Local Digital, we help businesses communicate their stories in a way that gets noticed. If you’ve ever wondered how to write a press release that earns real media coverage, this guide will show you how to create one that’s clear, compelling and impossible to ignore.

Know Your Real Goal: Make It Newsworthy

A press release isn’t just an announcement; it’s a pitch for coverage. That means you need to think like a journalist, not a marketer. Ask yourself, “Why would a reporter or reader care about this?”

Focus on what makes your story relevant, timely or impactful. Newsrooms want stories that matter to their audience, not just to your business.

Here are a few types of stories that usually get attention:

• New product launches that solve a problem or break new ground
• Company milestones such as expansions, mergers or rebrands
• Awards, partnerships or funding rounds that demonstrate credibility
• Community involvement or charitable initiatives that show impact

The key is to show the bigger picture: how your story affects people, the market or your community.

Start With a Strong Headline and Subhead

Your headline is the make-or-break moment. If it doesn’t grab attention immediately, your release won’t get read. Keep it specific, short (under 12 words) and free of jargon. Focus on the “news” in your news.

Headline example: Local Bakery Expands to Three New Cities in 2025

Then, follow up with a subhead that adds context or a key detail that supports the headline.

Subhead example: Award-winning sourdough brand brings 50 new jobs and fresh bread to underserved markets

The headline draws them in; the subhead gives them a reason to keep reading. Together, they set the tone for the rest of the release.

Nail the First Paragraph

Your opening paragraph should immediately answer the 5 Ws:

• Who
• What
• When
• Where
• Why it matters

Don’t overthink it. This section should read like a news story, not an ad. Be clear, concise and direct. If readers only make it through your first few sentences, they should still be able to understand the full story.

For example:

Dream Local Digital announced today that it is expanding its digital marketing services to include AI Consulting, helping small businesses compete more effectively in the growing automation industry.

That single sentence answers the 5 Ws and communicates a clear value to readers.

Use Quotes To Add Depth (and a Human Voice)

Press releases can easily sound robotic, so quotes are your chance to humanize the story. Include one or two quotes from a company leader, partner or even a customer. The best quotes explain the why behind the what: the motivation, emotion or vision behind your announcement.

Avoid generic statements like “We’re thrilled to announce…” unless it adds genuine personality. Instead, use quotes that add context or insight:

“Our goal isn’t just to expand our reach,” said Shannon Kinney, founder and client success officer of Dream Local Digital. “It’s to help more local businesses build visibility and compete in a digital-first world.”

Quotes like this make the story more relatable and media-friendly.

Provide Supporting Details and Background

After your key message and quotes, use the next few paragraphs to provide supporting information. Include stats, background data and context to help the reader understand why your story matters. For instance, if you’re announcing a new product, mention its unique features or early feedback. If it’s an expansion or milestone, share relevant metrics like new locations, customer growth or partnerships.

Format Your Press Release Like a Pro To Guarantee Media Attention

Even if your content is strong, poor formatting can kill your chances of publication. Follow the standard press release format to make your document look professional and easy to skim:

• Place your company logo at the top
• Include clear contact information for media inquiries (name, email, and phone)
• Add a dateline that includes the city, state, and date of release
• Use short paragraphs and clear subheadings for readability.
• Keep the entire press release under 500 words. Link to your website for more information.
• Add “###” or “-END-” (centered on the page) to signal the end of the main content.
• At the bottom, include a short “About” paragraph, also known as a boilerplate, that describes your company in one concise paragraph.

This clean format helps journalists grab what they need quickly, increasing your odds of getting featured.

Maximize Media Reach: Distribute It Strategically

Once your release is ready, distribution is key. You have several options:

• Submit through PR distribution services like PR Newswire, BusinessWire, or EIN Presswire.
• Email it directly to local or industry-specific journalists with a short, personalized pitch.
• Publish it on your website or blog to support SEO, and share via social media.
• Include it in newsletters or as part of a digital pitch to media partners.

The most successful releases are the ones that get shared across multiple touchpoints.

Bonus: How AI Can Help You Write Faster

If you’re pressed for time, AI can help speed up your writing process as long as you stay in control of the tone and facts.

Use AI tools like ChatGPT to:

• Brainstorm headline ideas.
• Write your first draft from bullet points.
• Refine sections into a more journalistic tone.
• Summarize technical information or data into quotable lines.
• Generate personalized email pitches for specific journalists.

Just remember: AI is a powerful assistant, but it needs human oversight. Always review, edit and fact-check before sending your press release out.

Make It Easy To Say Yes

A great press release doesn’t just announce something; it tells a story journalists want to share. Keep it short, factual and human. Focus on what’s truly newsworthy, format it professionally, and distribute it strategically. With a mix of structure, storytelling and smart use of AI, your next release can rise above the noise and actually get published.

If you’re ready to learn how to write a press release that captures media attention, or you want more media coverage tips, Dream Local Digital can help. Reach out to our team today to make your next announcement get noticed.