How to Write a Press Release That Actually Gets Picked Up by Media

Every year, journalists receive hundreds of press releases that never get opened. Most go straight to the trash — not because the news isn't real, but because the release was written wrong. If you've ever sent a press release into the void and heard nothing back, this guide is for you.

The Anatomy of a Press Release That Works

A press release isn't a marketing brochure. It's a news document written to serve a journalist's needs first and your brand's needs second. That's the mindset shift that changes everything. Every strong press release has these elements: a compelling headline that reads like a news story (not an ad), a dateline with location and date, a lede paragraph answering who, what, when, where, and why, supporting paragraphs with context and background, a spokesperson quote, and a boilerplate about your company.

Lead With the News, Not Your Excitement

Here's a mistake nearly every first-time press release writer makes: they bury the news. They start with something like "XYZ Company, a leading provider of..." — and journalists stop reading immediately. Start with the most newsworthy thing. If a Michigan-based startup just landed a major contract, lead with that. If a Detroit nonprofit is hosting a fundraiser, lead with the event's impact. Make the journalist's job easy by putting the most compelling information first.

Write for the Journalist, Not for Yourself

Journalists are busy. They're looking for angles that serve their audience — not angles that serve your brand. When writing your press release, ask: would a reader genuinely care about this? Think about what problem your news solves, what trend it connects to, or what community impact it has. Local Michigan media is especially hungry for stories about Detroit businesses, entrepreneurs, and community leaders making a difference. Tie your release to something bigger than your company.

Timing and Distribution Matter

The best press release in the world won't help you if you send it at 4:45pm on a Friday. Send releases Tuesday through Thursday, in the morning. Build relationships with specific journalists who cover your beat before you need them — a warm pitch from a familiar name gets opened at a far higher rate than a cold email. Consider targeted outreach to Michigan-area journalists at Crain's Detroit Business, Detroit Free Press, and local TV stations in addition to national distribution.

Your Follow-Up Strategy

After sending, follow up once — not five times. A brief, friendly email noting that you wanted to make sure your pitch didn't get lost is appropriate. Bombarding journalists is the fastest way to get permanently filtered out. Remember: a press release is just one tool in your communications toolkit. At WordSmith Communications, we help Michigan small businesses and entrepreneurs craft media-worthy stories that earn real coverage — and we build the relationships to make them land. Ready to get your brand in front of the right people?