Find a genuinely newsworthy angle (not just "we exist"), write a compelling headline that makes journalists curious, lead with the most important information in the first paragraph, and include credible quotes and data. Most press releases fail because they're thinly veiled ads—make yours actual news.
The "Think Like a Journalist" Method: Press releases should be newsworthy, not promotional.
Most press releases get ignored because they're not actually news. "Local Business Celebrates 5th Anniversary" isn't news—it's an ad disguised as a press release. Journalists get hundreds of these every day, and they delete them immediately.
Find a genuinely newsworthy angle. What makes your story worth covering? Are you solving a problem in your community? Launching something innovative? Sharing interesting research? Hiring 50 new employees? Your angle should answer "why should people care about this right now?"
Write a headline that makes journalists want to read more. "XYZ Company Launches New Service" is boring. "Local Business Helps 500 Families Avoid Foreclosure During Economic Downturn" tells a story people care about.
Lead with the news in your first paragraph. Include who, what, when, where, and why immediately. Journalists are busy—if they can't understand your story in 10 seconds, they'll move on. Don't bury your lead in flowery language or company history.
Include credible quotes from key people. Let your CEO, customers, or industry experts speak in their own words. This adds authenticity and gives journalists ready-made content they can use. Avoid corporate speak—use natural, conversational language.
Add supporting data and statistics when relevant. "Sales increased" is vague. "Sales increased 200% after implementing the new customer service system" gives journalists concrete information they can use.
Connect your story to local interests when possible. National media is hard to get, but local media is hungry for community stories. How does your news affect local people? Are you creating jobs? Solving a local problem? Contributing to the community?
Follow standard press release formatting. Include your contact information, company boilerplate, and "For Immediate Release" at the top. Make it easy for journalists to find the information they need. End with "###" to show the release is complete.
Build relationships with journalists in your industry. Don't just send press releases—engage with their content, share their articles, and become a reliable source for industry insights.
These are the Enji tools and capabilities that best address this question.
Your business has newsworthy stories—you just need to know how to tell them. Enji's AI copywriter helps you craft press releases that focus on the news angle, not just the promotion, and our templates make it easy to follow industry standards. Get the media attention your business deserves because earned media builds credibility faster than any paid advertising.
