Crafting a press release isn’t just about sharing your business’s news. It’s about sharing something interesting and worth talking about. In today’s fast-paced landscape, journalists, bloggers, and readers are flooded with information. So, how do you make sure your press release stands out?
Simple: make it newsworthy content.
Let’s break this down and give you some fresh, creative ideas for your next press release.
What Makes a Press Release Newsworthy?
Before distributing your press release, ask yourself these four questions:
- Is it timely? News is called “news” for a reason, it needs to be current. Boost your relevance by connecting your press release to current trends, seasonal themes, industry changes, or major events.
- Does it affect people beyond your company? Launching new internal software is great, but it might not make headlines unless it impacts customers, investors, or partners. So, make sure your content has universal excitement.
- Is there a human story? People connect with people. Suppose your update involves employees overcoming challenges, or your business has done some work for the local communities or a charity. This can give your release a boost in pick-up.
- Can it spark conversation? Journalists love novelty and unexpected twists. Controversy, innovation, or even a reimagining of something ordinary can drive clicks and conversation. “First,” “biggest,” “most unusual,” “exclusive”, these attention-grabbers can really boost your release.
Fresh Ideas for a Newsworthy Press Release
If you’re stuck staring at a blank Word Doc, here are some press release angles to help get those creative juices flowing.
1. Data-Driven Insights
Did your team conduct a survey or collect unique data?
For example: “Only X% of Gen Z trust influencer product recommendations, new study shows.”
Share these findings, especially if they challenge people’s point of view or reveal emerging trends. This can also position your brand as an industry leader.
2. Partnerships With a Twist
Launching a partnership is common. But why this partnership, and why now? Highlight what makes the collaboration innovative or unexpected.
This is the perfect opportunity to discuss current trends and align your brand’s messaging to attract new audiences.
You can also share your company’s stance or strategic shift in response to new regulations, technologies, or industry challenges.
3. Milestone Moments (With Meaning)
Company anniversaries, product launch birthdays, hitting your 10,000th customer, these are all solid reasons to celebrate, but make sure it’s newsworthy and universal. A milestone becomes compelling when it connects to a larger narrative or signals what’s coming next.
Use these moments not just to reflect, but to reveal. What has the journey looked like? What have you learned? How has your company grown, not just in numbers, but in impact? And most importantly, where are you headed from here?
4. Bold Company Moves
Rebrands, mission changes, and unconventional business pivots aren’t just internal decisions. They can be headline-worthy stories if you tell them purposefully and transparently.
These moves often signal something bigger is coming, whether that be a shift in values, a response to changing market conditions, or a bold stand in an evolving industry. They show that your company is not just reacting to the world but actively shaping its direction.
5. Employee Spotlights With Wider Appeal
Maybe an employee has a remarkable story: they climbed Kilimanjaro for a charity or created an internal industry innovation. Tell that story, especially if it reflects your brand’s mission, vision and values.
6. Behind-the-Scenes Exclusives
Give the media or your audience a peek behind the curtain into how your product is made, how your team operates, or how your brand’s strategy evolved.
For example: “Inside the Lab: How This Beauty Brand Is Creating Skincare from Seaweed.”
People love to be informed and feel like they’re getting a private look at or feel like they’re getting an exclusive experience.
If you’re still looking for inspiration, you can also view our Newsroom to see some newsworthy press releases that some of our clients have recently distributed.
Not Everything Is a Press Release
If your story doesn’t tick the newsworthy boxes, that’s okay!
It might be better suited as a blog post, newsletter update, or social media campaign. Not every update has to make the news, but when you go to the press, make it count.
Remember: Readers will be bored reading it if you’re bored writing it. But if you’re genuinely excited about what you’re sharing and you can show why others should care, that’s when your press release becomes newsworthy.
If you need more help with your press release, get in touch with us today.
We don’t just distribute press releases, PR Fire can also help craft narratives that will help you find the newsworthy angle and boost your chances of organic pick-up.
Our press release writing services include a consultation with a trained PR journalist who will help you develop story ideas and write a compelling press release that meets all the right criteria.