Press releases remain a staple in the daily workflow for many journalists, despite the overwhelming volume of digital information available. Editors and reporters receive dozens of these pitches daily, often sifting through them quickly to assess relevance and credibility. According to veteran newsroom professionals, the key to cutting through the noise lies in how the release is crafted and targeted. Many communicators overlook the specific needs of the journalist or outlet they are pitching, which can lead to the release being ignored or sent straight to spam filters. The most effective releases connect directly to the audience and beat of the specific reporter handling the story.
Community editors often prioritize content that genuinely enhances their publication and serves local readers. Cheri Martin, a former community newspaper editor in Florida, noted that releases focusing on local events or government announcements are more likely to be used than general corporate updates. She emphasized that while legitimate press releases frequently end up in spam filters, a follow-up phone call can surface a missing angle that gets the story published. Martin advised PR professionals to ask editors to add their organization as a trusted sender after a successful placement, which helps future communications land directly in the inbox rather than the trash.
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Know the Newsroom Before Pitching
One of the most common missteps communicators make is failing to research the specific newsroom before sending a pitch. Joshua Wilson, executive editor of The Macon Melody, estimates that about 75 percent of the press releases he receives have no relevance to his outlet’s coverage area. He advised PR professionals to understand the mission of the newsroom and the geographic area it serves, noting that a personalized approach shows you care about the topic rather than just seeking the widest distribution possible. Wilson stressed that pitches should align with the outlet’s focus on original or solutions-oriented journalism.
The inverted pyramid style is the standard format for news releases, with the most critical details—who, what, when, where, and why—placed at the top. Tammy Joyner, a veteran journalist with experience at The New York Times, argued that a release must be properly vetted with evidence and background data. She also highlighted a practical frustration: many releases lack a clear point of contact with a direct phone number, making it difficult for journalists to follow up. Joyner stated that omitting this contact information is a “total disregard for people’s ability to have access to someone to gain more information.”
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Clarity and Targeting Drive Coverage
Communicators should avoid flowery language and focus on clarity, ensuring the core purpose of the release is evident at a glance. Laura Cassels, a veteran journalist covering state politics and economics, suggested that a release should include data and expert quotes to demonstrate “probable cause” that the story is worth the reporter’s time. She also doubled down on the importance of targeting the right audience, warning that sending a release to the wrong outlet is a waste of resources for both the sender and the recipient. Cassels noted that referencing a reporter’s previous work in a pitch signals that the sender has done their homework and is not just sending a generic blast.
It is easy to assume that a high volume of publication equals high impact, but not all outlets are equal. Cassels pointed out that some platforms publish releases almost verbatim from anyone, meaning the content may simply be lost in the noise. She recommended offering additional assets like photography and infographics to increase the likelihood of coverage. While the goal is often earned media, a well-distributed press release can still provide value by increasing online visibility and potentially being picked up by AI-powered search tools like Google’s AI Overviews.
