Crafting Winning Press Releases: Strategies And Techniques

Press releases are far from obsolete. In fact, when done right, they remain one of the most effective tools for generating media attention, building backlinks, and improving search visibility. But the margin for error is slim. The difference between a press release that earns coverage and one that ends up in the recycle bin often comes down to formatting, multimedia use, and SEO. As someone who has overseen hundreds of press campaigns and reviewed thousands of releases, I can say this with certainty: most press releases fail because they forget who the audience is—journalists, readers, and search engines.

Let’s cut through the fluff and get to what actually works. Whether you’re a PR professional, a marketing lead, or a founder trying to get your startup noticed, the press release remains a high-reward asset—if you know how to write it. Here’s what I’ve learned over decades of leading communications teams and working with media: the press release isn’t dead. It’s just often written poorly.

Format Like a Pro: Structure Is Non-Negotiable

The first thing any editor or journalist notices is structure. If your press release doesn’t look like news, it won’t be treated like news.

Start with a strong headline. This is not optional. Your headline needs to be specific, clear, and informative. According to Shopify’s guide, a good headline should summarize your story in one sentence, ideally under 80 characters. Add a subheading that gives a bit more context, but avoid jargon or puffery.

Next, nail the first paragraph. This is where the “5 W’s” come in: who, what, when, where, and why. This paragraph should answer all of them in two to three sentences. Think of it as your elevator pitch to the media.

Then comes the body. Include a quote from a key stakeholder—CEO, founder, or project lead. This adds credibility and a human voice. Follow this with supporting facts: data, statistics, or third-party validation. According to ContentGrip, using data can significantly increase the chances of media pickup.

Wrap up with a boilerplate—your company’s short “about us” paragraph—and contact information. Keep the entire release under 600 words. Journalists don’t have time for fluff.

Want to see this done well? Cision’s formatting guide lays out a clear, structured approach that mirrors what top media outlets expect.

Use Multimedia to Tell a Better Story

A press release without visuals is like a website without a homepage. It’s missing the hook. Multimedia increases engagement, improves readability, and gives journalists assets they can use directly in their stories.

Images are the baseline. Include a high-resolution photo of the product, event, or spokesperson. Don’t forget to add descriptive file names and alt text—this helps with both accessibility and SEO.

Videos can take things even further. A short explainer or product demo embedded in the press release can dramatically increase time on page. According to Project Aeon, multimedia not only supports the narrative but also builds trust with the reader. People believe what they can see.

Infographics are another smart addition, especially when your story involves numbers. A clean, well-designed graphic can make complex data digestible and shareable. Just remember: every multimedia asset should serve a purpose. Don’t add a video just to say you have one.

Want to see this in action? ContentGrip’s examples show how integrating visuals can elevate a standard release into something worth sharing.

SEO: Stop Ignoring the Search Engines

Too many press releases are written for the newsroom and forget the newsroom is now Google. If your release isn’t optimized for search, you’re leaving traffic—and credibility—on the table.

Start with keyword research. Use tools like Google Keyword Planner or SEMrush to find relevant terms. Then, place those keywords naturally in the headline, subheading, and throughout the copy. Overstuffing will get you penalized, but thoughtful placement helps search engines understand your content.

Your meta title and description matter just as much. These are the snippets that show up in search results. Keep the meta title under 60 characters and the description under 160. Make them compelling. Think of them as your second chance to get someone to click.

Internal links are another high-value tactic. Link to related blog posts, product pages, or other press releases on your site. Just make sure the anchor text is relevant. Super Copy Editors recommend using specific phrases instead of generic ones like “click here.”

Backlinks are where the real SEO value comes in. According to ConvertKit, using proprietary data or original research in your release can help attract links from other sites. That’s gold for search rankings.

Want proof this works? Cision’s guide emphasizes the importance of crafting headlines that are both journalist-friendly and SEO-aware. Numbers, statistics, and clarity win every time.

Distribution: Get It in the Right Hands

Even the best-written press release won’t make an impact if no one sees it. Distribution is where many campaigns stall.

Start by building a targeted media list. Don’t blast your release to 500 irrelevant contacts. Identify journalists who cover your industry and personalize your pitch. Use tools like Muck Rack or Prowly to research and manage contacts.

Timing matters. Avoid Fridays and weekends. Mid-morning on Tuesday through Thursday tends to get the best open rates. Your subject line should be short, specific, and mirror the headline of the release.

Newswire services like PR Newswire or Business Wire can give you broad reach, but they’re not cheap. If you’re on a budget, consider ContentGrip’s suggestion: combine targeted outreach with social media amplification. Post the release on your website, then share it on LinkedIn, Twitter, and relevant communities.

Track everything. Use UTM codes in your links and monitor performance in Google Analytics. According to Cision, tracking open rates, clicks, and referral traffic can help you understand what’s working and what’s not.

Avoid the Pitfalls: Common Mistakes That Kill Coverage

Even experienced marketers mess this up. The most common mistake? Burying the lead. If a journalist has to read three paragraphs to figure out why your news matters, you’ve already lost.

Another frequent issue is writing like a brochure. Press releases are not sales sheets. They need to tell a story. Project Aeon recommends framing your release around a problem being solved or a trend being addressed. That’s what gets attention.

Don’t overload the release with jargon or technical specs. Keep it readable. According to Shopify, the goal is to provide an overview—not every detail. Link out to more information if needed.

And finally, don’t forget the basics: date, location, contact info. You’d be surprised how many press releases omit these. Super Copy Editors stress clarity and newsworthiness above all. Ask yourself: why should anyone care?

If your release doesn’t answer that in the first few lines, start over.

Press releases are still one of the most effective tools for getting your message out—if you know how to write them. Focus on structure: headline, lead, quotes, and data. Use multimedia to make your story more engaging and easier to share. Write with SEO in mind so your release works for both journalists and algorithms. Distribute strategically and track performance. And above all, avoid the common traps that make your release forgettable. Done right, a press release can drive coverage, build authority, and bring real results. Don’t waste the opportunity.