What Makes a Press Release Newsworthy?
Did you know that 90% of press releases are deemed not newsworthy by journalists?* In an industry where time is short and inboxes are overflowing, that’s a statistic PR professionals can’t afford to ignore.
At Faust PR, we know that getting clients featured in great publications takes more than just writing a press release - it requires a story that stands out. In today’s saturated media landscape, only engaging, relevant and timely stories make the cut.
So, what exactly makes a press release stand out from the crowd? Here’s what really matters when it comes to grabbing media attention:
1. A clear and compelling hook
A press release must answer the age-old editorial question: why should anyone care?
Journalists and editors are constantly on the lookout for stories that will interest, inform or entertain their readers. Whether you're launching a new development or announcing an event, your release should contain a relevant hook that ties into broader trends, seasons or current events.
2. Strong visual assets
A strong press release is rarely just about words. High-resolution images, video clips or infographics can make all the difference – especially in industries like property, where visuals often tell the story better than text alone.
In particular, as the media continues to focus more and more on digital – from TikTok news accounts to online publications – visuals are increasingly important to accompany any story. Not supplying high-quality imagery may be limiting your chance for coverage!
3. Expert commentary
With misinformation and ‘fake news’ on the rise, credibility is more important than ever. Including a quote from a trusted industry expert not only adds authority to your story but also helps shape public perception of your client’s product or service - which lies at the very core of effective PR.
4. A human element
Human-interest stories tend to get picked up more often, particularly in local publications who want to highlight real people living in the area. So, if your client has a loyal customer base or residents with a compelling story to share, consider highlighting those voices.
At Faust PR, we often interview our clients’ happy buyers and then write up their testimonial. Once we have arranged and received photography, we pitch this out to press, often landing great pieces of coverage! Another example might be writing a press release about an event or charity initiative with local people.
5. A punchy headline
As advertising legend David Ogilvy famously said:
”On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Your headline is the first - and possibly only - thing a journalist will read. Make it concise, clear, and enticing enough to spark immediate interest.
Overall, a press release isn’t just about sending out an update; it’s about telling a story that’s worth sharing. At Faust PR, we know how to find the angles that resonate and how to tell those stories in ways that get noticed.
Need help identifying the news angle in your next announcement? We’d love to help!
Written by Olivia Bermingham.