How to Write a Press Release That Journalists Actually Read

Lead With the News, Not the Brand

The most common mistake we see is press releases that open with the company name instead of the actual news. Journalists scan the first sentence for a story hook. If your headline reads "Company X Announces Y", you've already lost them.

The Inverted Pyramid

Put the most important information first: who, what, when, where, and why. Follow with supporting details, then background and boilerplate. This lets an editor cut from the bottom without losing the story.

Write a Headline That Works as a Subject Line

Keep it under 100 characters, active voice, and specific. "Dubai fintech raises $12M to launch crypto custody for banks" beats "Leading fintech company announces major funding round".

One Page, One Quote, One Ask

Aim for 400-500 words. Include a single quoted executive that adds colour, not corporate-speak. End with a clear call to action or embargo note.