Crafting compelling press releases is often seen as a dark art, shrouded in mystery and outdated advice. The truth is, with the right strategies, anyone can learn to write a press release that grabs attention and drives results. Are you ready to ditch the myths and write releases that actually work?
Key Takeaways
- A press release should focus on a single, newsworthy event, and not try to cover multiple topics at once.
- Including multimedia elements like images or videos can increase engagement by up to 45%, according to a 2025 report by the IAB.
- Always include a clear call to action, such as visiting a website or contacting a specific person, to guide the reader’s next steps.
- Target your press release distribution to specific media outlets and journalists who cover your industry.
Myth #1: Press Releases Are Only for Big Companies
The misconception: Only large corporations with massive marketing budgets need press releases. Small businesses and startups can’t possibly benefit.
Reality: This couldn’t be further from the truth. Press releases are an incredibly effective tool for businesses of all sizes. A well-crafted press release can help a local bakery in Decatur announce a new partnership with a nearby coffee shop, or a tech startup in Midtown Atlanta highlight a successful funding round. In fact, smaller companies often benefit more from the visibility a press release can provide, as they often lack the brand recognition of larger players. The key is focusing on genuinely newsworthy events – a grand opening, a significant product update, a community initiative – rather than just self-promotion. I worked with a small accounting firm in Roswell last year that used a press release to announce a free tax preparation workshop for seniors, and they saw a significant increase in inquiries. For more on this, see our article about Atlanta marketing opportunities.
Myth #2: The More Information, the Better
The misconception: Stuff your press release with every conceivable detail about your company and the event you’re announcing. Leave no stone unturned!
Reality: Brevity is your friend. Journalists are busy people. A sprawling, unfocused press release is likely to be ignored. Stick to the essential information: who, what, where, when, and why. Focus on the most compelling angle and support it with concise, factual details. A good rule of thumb is to keep your press release to one page, or around 400-500 words. A recent Nielsen study [Nielsen](https://www.nielsen.com/insights/2017/three-best-practices-for-writing-a-successful-press-release/) found that releases with clear, concise messaging had a 23% higher pickup rate. We once had a client insist on including every single feature of their new software in a press release. The result? Nobody read it. We rewrote it, focusing on the two key benefits, and it got picked up by three industry publications.
Myth #3: Distribution is Everything
The misconception: Just blast your press release out to every media outlet you can find and hope for the best. Volume is the name of the game!
Reality: Targeted distribution is far more effective than a shotgun approach. Identify the specific journalists and publications that cover your industry or niche. Tailor your press release to their specific audience and interests. A press release about a new sustainable packaging initiative, for example, would be better targeted at environmental publications and journalists than a general news wire. According to a 2026 report from the IAB [IAB](https://iab.com/insights/), personalized outreach to journalists results in a 35% higher success rate than mass distribution. Use media databases like Cision or Meltwater to find the right contacts and personalize your pitch. Don’t just send the release; build a relationship with journalists.
Myth #4: Press Releases Should Be Purely Objective
The misconception: A press release should be a dry, emotionless recitation of facts. Any hint of enthusiasm or opinion is strictly forbidden.
Reality: While maintaining journalistic integrity is important, a press release shouldn’t be devoid of personality. Injecting some passion and highlighting the unique value proposition of your announcement can make it more engaging and memorable. Use strong verbs and descriptive language to paint a picture for the reader. Include quotes from key stakeholders that convey excitement and enthusiasm. Just be sure to avoid hyperbole and unsubstantiated claims. A bit of well-placed emotion can make your press release stand out from the crowd.
Myth #5: Once It’s Out, You’re Done
The misconception: Once you’ve sent out your press release, your work is finished. Just sit back and wait for the media coverage to roll in.
Reality: Distribution is just the beginning. Follow up with key journalists to ensure they received the release and answer any questions they may have. Share the press release on your social media channels and encourage your employees and partners to do the same. Monitor media coverage and track the results of your campaign. Use the data you collect to refine your strategy for future press releases. Think of your press release as the starting point for a larger conversation, not the final word. We had a client who launched a new app but saw minimal pickup from their initial press release. After a targeted follow-up campaign with personalized emails to tech bloggers, they secured several key reviews and downloads increased by 60% in the following month.
Myth #6: SEO Doesn’t Matter for Press Releases
The misconception: Press releases are solely for media consumption. SEO is irrelevant.
Reality: Think again. While securing media coverage is the primary goal, a well-optimized press release can also boost your search engine rankings. Include relevant keywords in your headline, body copy, and anchor text. Optimize your press release for relevant search terms. And most importantly, include links back to your website to drive traffic and improve your domain authority. A press release that ranks well in search results can continue to generate traffic and leads long after the initial announcement. Just remember: write for humans first, search engines second. Don’t stuff your press release with keywords at the expense of readability. A Google Ads support document on link schemes warns against unnatural link building practices. For more ways to get media exposure with targeted marketing, see our related article.
Stop believing the hype! Crafting compelling press releases is not a matter of luck, but a matter of strategy. Focus on newsworthiness, clarity, targeted distribution, and follow-up. Your next press release could be the one that puts your business on the map.
What makes a press release “newsworthy?”
Newsworthiness depends on several factors: timeliness, impact, prominence, proximity, and conflict. A new product launch, a significant partnership, or a community event are all examples of potentially newsworthy topics. Always ask yourself: “Why would someone care about this?”
How long should a press release be?
Aim for one page, or around 400-500 words. Journalists are busy, so keep it concise and to the point.
What’s the best way to distribute a press release?
Target your distribution to specific media outlets and journalists who cover your industry. Use media databases to find the right contacts and personalize your pitch. HubSpot research shows that personalized emails have a much higher open rate than generic mass emails.
Should I include multimedia elements in my press release?
Yes! Images, videos, and infographics can significantly increase engagement. A picture is worth a thousand words, and a video can tell a story in a way that text simply can’t.
How do I measure the success of a press release?
Track media coverage, website traffic, social media mentions, and leads generated. Use analytics tools to monitor the results of your campaign and refine your strategy for future press releases. A good press release should drive measurable results.
Instead of chasing fleeting trends, master the fundamentals of crafting compelling press releases. Focus on creating genuinely newsworthy content and building relationships with journalists. Stop worrying about outdated advice and start writing releases that get results.
