Webinar Recap: How to Pitch Press Releases to Journalists

In our recent webinar, Michelle Garrett, a seasoned PR consultant, author and speaker, shared valuable insights on the do’s and don’ts of how to pitch press releases to journalists.

This must-watch session, presented in collaboration with Public Relations Today, provided essential information for both in-house and agency public relations pros.

While the full webinar is available on demand, we’ve compiled the top takeaways covering:

• What a press release is
• How to craft an effective press release
• How to pitch press releases to journalists
• The best ways to maximize media coverage

Keep reading to learn more!

What Is a Press Release?

Garrett clarified the true nature of a press release during the webinar. She explained, the term "press release" has evolved into a catch-all phrase, often misused in ways it wasn’t originally intended.

A press release (also known as a media release), is a structured, formal way for an organization to communicate significant news to the media and the public. It should be used thoughtfully and strategically to ensure that the message is clear, newsworthy and reaches the intended audience.

Importantly, a press release is not an advertisement. If you're promoting a sale or special offer, paid advertising is more appropriate. It’s also not marketing collateral, though its content can be repurposed for such use. The focus should always be on delivering newsworthy information.

Important Questions To Ask Before Writing a Press Release

Before writing a press release, Garrett highlighted crucial questions to consider. These questions are essential for ensuring that press releases effectively communicate messages to a target audience:

• Why are we doing this? She stressed the importance of understanding the purpose behind announcements. This clarity helps in framing messages appropriately.
  
  
• What message are we trying to convey? It's vital to be clear about the information that’s being shared. This ensures that press releases are focused and deliver the intended message effectively.
  
  
• Who are we trying to reach? Determining the target audience is key. Identifying the right audience ensures that stories resonate with those who matter most.
  
  
• What is our goal? Decide whether the goal is to secure media coverage or achieve another specific objective. Understanding your goal guides how you structure and distribute your press release.
  
  
• What are the best ways to communicate the message? Sometimes, alternative communication methods may be more effective. Consider all options to determine the most suitable approach.
  
  

When Should You Use a Press Release?

Press releases are best used for:

• Announcing new products or services
• Sharing research findings
• Informing about acquisitions or mergers
• Announcing changes in leadership
• Celebrating major company milestones
• Promoting events
• Announcing partnerships
• Introducing noteworthy new customers
• Communicating a company name change

How To Crafting a Compelling Press Release

Garrett outlined a simple three-step process for creating a compelling press release:

1. Gather Information

This includes interviewing sources such as experts, executives, customers or partners. Additionally, conduct thorough research to collect relevant data, statistics and external references.

2. Write the Release

Organize the information using the inverted pyramid style. This means placing the most important details first to capture the reader's attention immediately. Craft a compelling headline and a concise body (typically 400-600 words) using clear, factual language.

Including quotes from relevant individuals adds credibility and humanizes the message. It’s also essential to include necessary links for readers to find more information.

Conclude with a boilerplate paragraph that provides an overview of your organization and contact information for further inquiries.

3. Review, Edit, Fact Check

Seek feedback from stakeholders and possibly involve the legal team to ensure accuracy and compliance. Proofread meticulously for grammar and spelling errors. Double-check all links to ensure they are working correctly. Verify all data and numbers for accuracy before finalizing the press release.

Following these steps not only helps in crafting a well-structured and informative press release, but also ensures that messages are clear, credible and impactful.

How to Pitch Your Press Release to Journalists

Once your press release is ready, it’s time to pitch it to journalists. Here are the steps to take:

• Research - Identify the most suitable journalists and media outlets. Visit their websites, use a media database and check their social media profiles to understand their work and interests.
  
  
• Craft a Compelling Pitch - Write a brief and clear email, summarizing the news with bullet points. Use a factual tone and get to the point quickly.
  
  
• Customize the Pitch - Modify the pitch to match the journalist’s interests and audience. Even if you start with a general pitch, adjust fit different verticals.
  
  
• Subject Line - Put clear information about the story in the subject line. Avoid fuzzy phrases such as: “Quick question.”
  
  

Additional Press Release Best Practices

• Wire Services: Consider using a newswire service for significant announcements, especially for publicly traded companies.
  
  
• Publicizing Your PR: Share published press releases on social media, in newsletters and on the corporate website.
  
  
• Tagging: Tag the media outlet and journalists to maximize reach.
  
  

Successful media outreach requires careful planning and execution. Write thoughtful press releases, pitch them strategically, share any media coverage and focus on long-term results. Even small businesses with limited resources can achieve success with a well-crafted approach.

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