A single editor receives dozens of press releases daily. The difference between a release that gets read and one that's deleted instantly is often not the quality of the news, but how it's written. Here's what we've learned from dealing with media directly.
The Headline Decides Everything
The editor has seconds to decide whether to keep reading. A generic headline like 'Our company launches a new initiative' says nothing. A specific headline stating what actually changed, and why it matters to the reader now, doubles the chance of being read.
The First Paragraph Carries the Whole Story
Don't save the most important information for the end. Write the first paragraph as if it might be the only one read: who, what, when, and why it matters. Additional details come later, but the essence of the news must appear immediately.
Numbers Are Stronger Than Adjectives
'Notable growth' is a phrase the reader ignores. '40% growth in six months' is a number that gets believed and quoted. Replace every generic adjective you can with a specific number or a verifiable fact.
One Quote Is Enough
A release loaded with long quotes from multiple people loses focus. Choose one strong quote that adds a human voice to the news, not one that repeats what the first paragraph said in different wording.
Conclusion
A good press release respects the reader's time: a precise headline, a first paragraph that carries the essence, numbers instead of adjectives, and one powerful quote. These small details determine whether your story reaches the audience or stays in the inbox. We craft these releases and manage their distribution as part of our PR & Media service service.