Write the Headline for a Reader, Not for Your Marketing Team
A press release headline that reads like an internal marketing slogan ("Company X Revolutionises Industry With Groundbreaking Solution") tends to get skipped by busy journalists scanning dozens of pitches. A headline framed around the actual news value — what changed, what it means, who it affects — gives a journalist an immediate sense of whether the story fits their beat, which is the first and most important filter a release needs to pass.
Front-Load the Actual News, Not the Company Background
Many press releases bury the actual news several paragraphs in, after extensive company background and mission statement language that a journalist does not need in order to evaluate whether the story is worth covering. The most important information — what happened, when, and why it matters — should appear in the first paragraph, with supporting context and company background appearing later for readers who want more detail.
- First paragraph: the core news, stated plainly, with the key facts a journalist needs
- Second paragraph: context for why this matters, ideally connected to a broader trend or market reality
- Quotes: specific and substantive, not generic statements that could apply to any company
- Boilerplate company description: keep it brief and place it near the end, not the beginning
Quotes Should Say Something Specific, Not Generic
A quote like "We are thrilled to bring this innovation to the Nigerian market" adds little value to a journalist deciding whether to cover a story, since it could be copy-pasted into any company’s release. A quote that states a specific perspective, data point, or genuine opinion about why the news matters gives a journalist something quotable and substantive to actually use in their coverage.
