Press releases aren’t written only for Google or the public — they’re written for journalists first. If your press release doesn’t get a journalist’s attention in the first 10 seconds, it won’t get covered — no matter how big your news is.
So what makes a journalist read (and cover) your press release in 2025?
This actionable guide reveals:
- What journalists expect from a press release today
- Mistakes that get your story ignored
- How to structure your release for media pickup
- Tips to build reporter-friendly relationships
- Insider cues from journalists in tech, finance, retail & more
Let’s take you inside a journalist’s inbox — and help you stand out.
Why You Need to Think Like a Journalist
Every day, journalists receive 50–300+ pitches and press releases, most of which never get opened.
What separates the ignored from the published?
- Clarity
- Relevance
- Speed (to the point)
- Evidence
- Quotes they can reuse immediately
- A clear angle that fits their beat
“We’re not looking for copy… we’re looking for a headline we can run with.”
— B2B tech journalist, India Today Group
What Journalists Want in a Press Release (2025 Essentials)
| Element | Why It Matters to Journalists |
| Clear headline | It should read like a real news title, not jargon or marketing-speak |
| Strong lead (first paragraph) | Should quickly cover the 5W’s (Who, What, When, Where, Why) |
| A real news angle | Is this interesting to readers today? Is there a hook? |
| Quotes from decision-makers | Pre-written quotes save journalists time + build credibility |
| Image or video attachments | Journalists love ready-to-publish visuals for online articles |
| Official links & references | For validation and deeper coverage (site, profiles, PDFs) |
| Brevity (300–400 words) | Time-pressed reporters skim — make every word matter |
| Targeted relevance | Match their beat (tech, finance, health, retail, etc.) |
Pro Tips From Real Journalists (Compiled 2025)
“Don’t send attachments we didn’t ask for. Keep it clean — give me links.”
Use Google Drive or Dropbox links with access permissions clearly labeled.
“Subject lines matter. Use the headline or an angle I’ll recognize.”
Format subject lines like:
“Zerodha Launches ₹0 Commission Bonds | FinTech PR for YourStory”
“Local angle? Say it early. New Delhi lends credibility.”
Start with City, Date and tailor to region if relevant (e.g. Hyderabad tech hiring).
“Don’t bury the announcement.”
Mention the What, When and Who in the first 2 lines. Add optional context later.
Common Mistakes That Annoy Journalists (Avoid These)
| Mistake | Why It Fails |
| “Exciting news!” without substance | Vague = deleted instantly |
| Generic intros | Doesn’t mention what/why/who by sentence 2 |
| No supporting links or CTAs | Makes them chase details — and they don’t |
| Too many buzzwords | Makes it sound fake/commercialized |
| Long walls of text | Journalists skim — dense content is skipped |
| No quote from founder or exec | Makes the story feel incomplete (they’ll have to chase it) |
| Unrelated outreach | Emailing a fintech story to a fashion reporter → auto-spam |
How To Make Your Press Release “Media-Ready”
Use a journalistic headline
Write an email pitch with “Why this matters now”
Offer unique data if possible
Link directly to visuals & About Page
Be available for follow-ups/interviews within 2–12 hrs
Make it easy to copy-paste quotes and data
Pro Tip: Send releases early in the week — Tuesdays between 9–11 AM gets 60%+ open rate (India & Asia-Pacific region).
FAQs – Writing for Journalists
Q: Can I send the same release to all journalists?
No — tailor slightly by outlet, beat, or format. It shows respect for their coverage area.
Q: Do journalists actually contact you after a press release?
Yes — if it fits their beat, includes good quotes, and the story is timely. Be ready with talking points.
Q: Should I follow up after sending?
Once is okay — after 24–48 hours. Be helpful, never pushy.
Final Thoughts
In 2025, journalists still rely on high-quality press releases.
But they’re overloaded — so yours better:
Be relevant
Be structured
Be easy to use
Be respectful of their time
Want to get covered? Don’t just write news. Think like a newsroom.
Want Your Press Release to Pass the Journalist Test?
Written in real newsroom format
Includes ready-to-use quotes, visuals & story angles
Distributed to media lists targeted by region, industry, and beat
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