Why most press releases do not get read
Journalists receive between 50 and 300 pitches per day depending on their beat. The ones that get read have two things the ones that do not have: a story angle that is news rather than promotion, and a format that respects how journalists read. Most press releases fail on one or both counts.
A press release is not a marketing document. It is a news document. The journalist s job is to find stories that their audience will find interesting and relevant. Your press release is the raw material from which they are making a decision: is there a story here, or is this just a company announcement nobody outside the company cares about? Writing to that standard requires a different approach than writing to what the company wants to say.
We write press releases, media kits, and journalist pitches. The approach is the same for all three: identify the story angle first, then write to that angle rather than to the company announcement. The company announcement becomes evidence for the story, not the story itself.
Media kits include: company overview (one page), product or service fact sheet, key personnel profile, recent media coverage summary, and a quote bank. These are written to make the journalist s job of writing about you easier, not to make you sound impressive.
- Press release (400-600 words)
- Media kit (up to 5 components)
- Journalist pitch email
- Story angle consultation
- Quote bank for media use
- Follow-up email template
What is not included
Press release distribution is not included. We write the documents. Distribution through PR Newswire, Business Wire, or targeted journalist outreach is a separate service that depends heavily on your target publications and geography. We can recommend a distribution specialist if needed.