In the highly competitive world of public relations, crafting the perfect press release is just the beginning. The true challenge lies in making sure your message reaches the right people and stands out in an ocean of daily pitches and announcements. For companies, startups, and marketers alike, knowing how to get your press release noticed is the key to unlocking the power of earned media and building lasting brand credibility.
At IMCWire, we understand what makes a press release successful. From compelling headlines to precise targeting, let’s walk you through the expert strategies that increase the visibility of your press release and ensure it makes the desired impact.
Table of Contents
Understand Your Audience First
Before you even start writing your press release, take a step back and understand who you’re writing for. Ask yourself:
- Who will benefit most from this news?
- What problem does this news solve?
- Which publications or platforms do they follow?
Tailoring your content to your audience’s interests ensures relevance. If you’re targeting tech journalists, emphasize innovation. If you’re announcing a fashion collaboration, make it trend-focused and visual. Knowing your audience increases the likelihood that media outlets will pick it up and amplify it to their readers.
Craft a Newsworthy Angle
Reporters are constantly bombarded with content. To get your press release noticed, it must have a newsworthy hook. Here are questions to guide you:
- Is this announcement timely or tied to current trends?
- Does it affect a large number of people?
- Does it involve a well-known person, company, or milestone?
- Is there data or research backing it up?
Instead of announcing a product with “Company X Releases Version 2.0,” go deeper. “Company X Releases Version 2.0 With AI Features to Streamline Remote Work” makes the headline timely, relevant, and intriguing.
Write an Attention-Grabbing Headline
Your headline is the most critical part of your press release. Journalists often decide whether to read further based on the headline alone. Make sure it is:
- Clear and concise (under 100 characters is ideal)
- Specific about what’s being announced
- Keyword-optimized (for SEO and searchability)
- Engaging and action-driven
For example, instead of “Company Launches Product,” try “Startup Y Launches Smartwatch That Tracks Mental Wellness in Real-Time.”
A great headline not only captures interest but also improves your chances of being indexed in search engines, increasing the lifespan of your press release online.
Optimize the First Paragraph
The opening paragraph should summarize the key points of your press release. It should answer the five W’s:
- Who
- What
- When
- Where
- Why
A strong lead paragraph respects the journalist’s time and gives them everything they need to know to consider coverage. Think of it as your elevator pitch in text form.
Keep it under 50 words and include the most compelling element of your story upfront. Many readers only skim the first few lines, so make them count.
Use Credible Quotes and Statistics
A well-placed quote can humanize your press release and add depth to your message. Ideally, quotes should come from:
- The CEO or company spokesperson
- A project leader or team member
- An expert in the field
Avoid generic statements like “We are excited about this launch.” Instead, aim for insight: “This launch represents a turning point in wearable tech by integrating neuroscience and convenience.”
Additionally, include relevant data or statistics to support your claims. Numbers give credibility and context to your announcement, making it easier for journalists to trust and republish your story.
Format for Readability and Distribution
Journalists prefer press releases that are easy to skim and structured clearly. Use formatting to your advantage:
- Bold your subheadings
- Use bullet points or numbered lists when detailing features or achievements
- Stick to short paragraphs (2-3 sentences max)
- Include clear contact details at the bottom
Don’t forget a strong boilerplate at the end of your release that describes your company. Keep it concise but informative, and make sure it’s up to date.
If you’re using IMCWire, our templates are professionally formatted for easy journalist scanning and optimized for multi-channel distribution.
Include Multimedia Elements
Adding visuals to your press release can significantly boost engagement. According to PR industry data, press releases with images or videos get up to 70% more views than text-only releases.
Here are multimedia elements to consider:
- High-resolution product images
- Infographics
- Executive headshots
- Demo or explainer videos
- Logos and brand assets
Ensure all images are optimized for web and that links to videos or external assets are functional and easy to access.
If you’re distributing via IMCWire, our media embedding tools make it seamless to include visuals, boosting the appeal of your release across platforms.
Distribute Through the Right Channels
Even the best-written press release won’t go far without smart distribution. Here’s how to get it in front of the right people:
1. Use a Trusted Press Release Distribution Service
A professional platform like IMCWire helps your press release reach thousands of journalists, bloggers, influencers, and search engines.
2. Send to a Curated Media List
Build a list of journalists who regularly cover your industry. Customize your email pitches for each contact, referencing past stories they’ve written and explaining why your news is relevant to them.
3. Post on Company-Owned Channels
Share the press release on your website, blog, LinkedIn, and other social media platforms. Tag relevant parties, use hashtags, and encourage resharing.
4. Email It to Internal Teams and Stakeholders
Getting your own employees, partners, and affiliates to share your press release increases its reach and builds trust in the announcement.
Time Your Release Strategically
Timing can influence whether or not your press release gets noticed. Here are some proven tips:
- Avoid late Fridays or weekends – Most newsrooms work Monday through Thursday. Releases sent on Friday afternoon often get buried.
- Aim for early mornings – Between 7 a.m. and 9 a.m. is ideal, especially in the time zone of your target audience.
- Tie into trending news or events – If your announcement aligns with a known event (e.g., CES, World Health Day, earnings season), it may gain more traction.
Follow Up with Journalists
After sending your press release, don’t just sit back and hope for coverage. A well-timed follow-up email can make a big difference. Here’s how to do it professionally:
- Wait 24-48 hours before following up
- Personalize your email – mention the journalist’s name and a recent article
- Restate the core of your news and why it matters
- Offer to schedule an interview or provide additional resources
Avoid aggressive or pushy language. A polite, informative message is far more effective.
Leverage SEO Best Practices
Search engine optimization can give your press release an extra layer of discoverability. Here are some easy tips:
- Use your focus keyword (“how to get your press release noticed”) naturally throughout the body
- Add related keywords and synonyms
- Include hyperlinks to your website or product pages
- Use alt text for images
- Submit your release to Google News and include metadata where possible
Well-optimized press releases remain discoverable for months, increasing their long-term ROI.
Repurpose and Amplify the Content
Your press release doesn’t have to live in a silo. Repurpose it into different formats to reach broader audiences:
- Turn it into a blog post
- Create a social media carousel or LinkedIn post
- Produce a short video summarizing the announcement
- Include it in your email newsletter
- Use snippets for tweets or IG captions
The more touchpoints your press release has, the more likely it is to generate buzz and inbound inquiries.
Analyze and Improve
After your release goes out, use analytics to measure its performance:
- How many views did it get?
- What outlets picked it up?
- How much referral traffic came to your site?
- Did you get media inquiries?
IMCWire provides detailed performance analytics so you can measure your release’s reach, engagement, and media pickups. Use this data to improve future announcements.
Final Thoughts
Knowing how to get your press release noticed is an essential skill for any business looking to grow its media presence and establish credibility. With a smart combination of strategy, timing, and distribution, your next press release can become more than just news—it can become a powerful catalyst for growth.
Whether you’re a seasoned PR professional or just starting out, following the steps above will help you craft, distribute, and amplify press releases that actually get seen—and more importantly, acted on.
At IMCWire, we’re committed to helping brands of all sizes maximize the power of their media presence. Explore our distribution services, editorial support, and PR tools to get your story in front of the right audience today.
