Despite the rise of social media and influencer marketing, one tool in the PR toolkit remains essential: the press release.

But let’s be honest—journalists receive hundreds of releases a week. Many go unopened, unread, or deleted on arrival. So, what separates a standout press release from the rest?

We asked seasoned PR professionals and media insiders what really makes a press release effective in 2025—and their insights reveal one key truth: a great press release isn’t just well-written; it’s strategically crafted for impact.

Here’s what PR experts say makes a press release not just good, but great.

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1. It Tells a Real Story—Not Just Company News

“The biggest mistake I see is press releases that read like internal memos,” says Karen D., a tech PR consultant. “If it’s not a story that matters to readers, journalists won’t care.”

✅ Pro tip:

Frame your news in a way that answers:
Why does this matter now? Who does this impact? What makes it different?

Rather than starting with “Company X today announced...,” consider:

“With AI reshaping healthcare, Company X launches tool to reduce patient wait times by 40%.”

That’s a headline. That’s news.

2. It Has a Clear, Compelling Headline

“You’ve got about five seconds to grab attention,” says Jill T., a former business journalist. “If the headline doesn’t hook me, I move on.”

A good headline should:

• Be under 15 words

• Highlight the main point or benefit

• Avoid jargon

• Include a strong verb or impact stat if possible

✅ Better:

“GreenTech Startup Raises $10M to Eliminate Single-Use Plastics in Packaging”

❌ Weaker:

“Company X Announces Successful Completion of Series A Round”

3. It Gets to the Point—Fast

Journalists skim. So, your opening paragraph should include the 5 Ws:
Who, What, When, Where, and Why it matters.

Don’t bury the news. The first 2–3 sentences should be strong enough to stand alone.

✅ Example opening:

“Today, [Company] launched [Product], an AI-powered platform that helps small businesses manage cash flow in real-time—cutting admin time by up to 60%. The release comes as SMBs face growing pressure to optimize operations amid economic uncertainty.”

4. It Includes Quotes That Add Value

Most press releases include quotes—but many of them sound robotic or generic.

“Quotes should offer insight, emotion, or a strong opinion,” says Andre M., PR strategist. “They shouldn’t just repeat the release.”

Think:

• What would the CEO say in a media interview?

• What’s the emotional reason behind the launch?

• Can the quote offer a unique POV?

✅ Good quote:

“We didn’t just want to build another SaaS tool—we wanted to give founders their time back,” said [Name], CEO of [Company].

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5. It’s Easy to Read and Free of Jargon

Write like a journalist, not a marketer. That means:

• Short paragraphs (1–2 sentences)

• Bullet points where needed

• Clear, human language

• No buzzwords or vague adjectives

❌ “Our revolutionary, next-generation cloud-native platform delivers unparalleled synergies.”
✅ “Our platform helps remote teams schedule and track projects in one place.”

Clarity > cleverness. Always.

6. It Includes Links, Assets, and Contact Info

Don’t make journalists hunt for more information.

At a minimum, your release should include:

• A link to your website or product page

• A downloadable press kit (images, logos, bios)

• Media contact name and email

• Optional: short demo video, founder photo, or infographic

Make it easy to cover your story.

7. It’s Tailored to the Audience

Your press release may live on your site, but your pitch should be tailored to each outlet or journalist. That means:

• Personalizing your email pitch

• Highlighting why their readers would care

• Suggesting custom angles when appropriate

A great press release is a foundation—but how you pitch it determines if it gets picked up.

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8. It Includes a Boilerplate That Works

Your boilerplate is your brand’s bio—it should be clear, concise, and compelling.

“Think of it as your 30-second elevator pitch,” says Leah S., a senior PR advisor.

Include:

• What your company does

• When it was founded

• Where you’re based

• A stat or fact that builds credibility

• Website URL

Bonus: What Journalists Say They Want in a Press Release

• “Real news, not fluff.”

• “Data or stats to back up claims.”

• “Quotes that don’t sound like PR-speak.”

• “No attachments—just links.”

• “A clear subject line in the email.”

Final Thoughts

A great press release isn’t just a company announcement—it’s a media-ready story designed to earn attention.

To recap, the best press releases:
✅ Focus on what’s newsworthy
✅ Lead with strong, clear headlines
✅ Get to the point quickly
✅ Offer smart, human quotes
✅ Include relevant links and visuals
✅ Stay readable, real, and jargon-free

Done right, a press release can be the spark that turns a moment into meaningful media coverage.

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