Like a good journalism article, there’s an art to writing a press release—and it’s not just “who, what, where, why, when and how,” although you need all that, too. An effective press release positions its story pitch within relevant current events, the landscape of a reporter’s beat, and does so with consistent message through the organization’s voice.
Headlines in releases require solid hooks, boilerplates need to be concise, and the quotes need to be strong. Reporters are pressed for time and are skilled at scanning and sniffing out whether a release gives them the value and resources they need to do their jobs. And in a day and age when publications don’t have time to cover every story, a well-written release can become a lift-and-publish story for a publication.