Getting More Coverage! Press Release Best Practices

Writing a press release can be rough. Here's some tricks to help.

A Quick Guide to Help Your News Release Get Noticed

Thousands of press releases are sent to journalists who are often pitched more than 100 stories weekly. So how can you get your story to stand out? We will provide some press release best practices that will help you get the attention of reporters and earned coverage.

Start with an Intention

Always start with a clear intention of what you have to say and why you want to say it. A press release with a clear vision and objective will always have a better result that an aimless story. Here are some questions to ask yourself:Press Release Best Practices

  • Why are you writing this press release?
  • Who do you hope will cover this story?
  • Why is your news release be interesting to the reporter?
  • Why would it be interesting to the reader?

Make it Eye-Catching

Journalists have little time, little resources, are overworked and usually have little patience. You HAVE to ensure your press release stands out from the dozens of other stories they are pitched every day. Here are some press release best practices to consider when you send out your story:

  • Does your press release title want you to continue reading?
  • If you are using email to pitch your story, is your subject line professional, descriptive and enticing?
  • Multimedia content increases views by more than 80%. Does your story include photos, infographics or video? A multimedia press release is much more effective than a press release without visual content.
  • Does your story have the proper format and breaks or call out quotes? Make sure it looks good! Here is an example from Michelin.

Provide Tools and Information

Providing journalists with the tools and information they need to use your news release is important. Some good information to include:

  • Social information - At a glance, anyone looking at the press release should be able to find your social media presence. Twitter, LinkedIn, and Facebook tend to be the most important sites, but social media use is somewhat industry-dependent.
  • Offer embed links - The press release should include embed links, which allow people to embed parts of your press release on other webpages and also access other information that’s related to your article.
  • Provide background information about your company - Don’t assume that journalists are familiar with your company or your products. Make it easy for the to learn about your company, product and the people being quoted.
  • Provide quotes by professionals-  Quotes by credible resources are critical. If you can provide them (and not ALL by people in your company), you'll have a leg up.
  • Have all your content in one location - With ISEBOX, journalists can get access to all the content they want, in one place, at any time, making it easy for them to cover your story. A multimedia news release is a powerful way to increase coverage.

Pay Attention to Style and Professionalism

Journalists are professional writers. Nothing is going to irritate them more improper style and bad writing. Here are some writing best practices for your press release:

  • Avoid using too much jargon
  • Ensure proper grammar and spelling
  • Keep your press release succinct. 250-300 words is a good length for a press release. News is meant to be read quickly, especially online, so your in-depth content marketing efforts should be saved for other platforms.
  • Use the active voice as much as possible, and avoid the passive voice. By these best practices, your press release should be easy for journalists and audiences to read in just a few minutes.

Want to learn more about ISEBOX software platform and how we can help you increase coverage and leverage your multimedia content? Contact us at or call us at 888-473-7275.


eBOOK: The Well Written Press Release (includes infographic printout!)

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