How to write a press release that journalists will actually read

A press release is the document you send to journalists to inform them about something newsworthy. Most press releases in India are ignored because they're written like marketing brochures — about the company's excellence rather than about a story that serves the reader.

The format that works: headline (the story in one line, written like a newspaper headline — present tense, active voice, no jargon), subhead (one sentence that adds context), dateline (City, Date), opening paragraph (who, what, when, where, why — in the first 50 words — if the journalist reads nothing else, the opening paragraph tells the full story), body paragraphs (supporting details, context, data), quote from a company spokesperson (one genuine, specific quote — not 'We are delighted to announce'), quote from a client or third party if available (adds credibility), boilerplate (3–4 sentences about the company — who you are, what you do, how to find out more), and media contact (name, phone, email).

What makes a press release newsworthy: it announces something new (a product, a service, a partnership, a significant client win, a data finding), it's timely (connected to a current trend or news event), and it's relevant to the publication's readers (not just to the company's stakeholders).

What makes a press release die in an inbox: it's not actually news ('Company Reaffirms Commitment to Client Excellence'), it's full of corporate jargon ('synergistic value creation'), the headline is vague ('Company Announces Exciting Development'), and it's more than 500 words. Keep press releases to 400–500 words.

Embargo and exclusivity: for significant stories, offering a journalist an exclusive (they get the story before anyone else, published on a specific date) increases the chance of coverage significantly. For less significant news, a standard press release to a list is fine.