PR Insider: 7 Types of Content Reporters Want in a Press Release

Each week, journalists and reporters receive hundreds, if not thousands, of news pitches and press releases. Of all the releases sent, only a handful receive editorial coverage. If your release doesn’t, it may be because it doesn’t contain content that reporters want.

To help our clients craft better press releases, the Business Wire 2014 media survey asked reporters what types of news they want to see in a press release.


Here are the 7 types of content reporters want in a press release:

Breaking news: With 77% of the vote, breaking news continues to be the top content type requested by journalists. With more publishing platforms available than ever before, reporters are increasingly looking to PR professionals to alert them to breaking news.

Supporting facts: Reporters love data that supports corporate story angles. Include data points and supporting facts within your release to reduce research time and increase the credibility of your stance.

Story angles: Have a great product? Showcase different story angles for each audience within your press release. Showcase how the product is useful for each demographic or audience segment by providing the reporter with multiple alternative story ideas.

Quotable sources: Story quotes provide context to your story. They tell the reporter how or why a new product, hire or acquisition will be beneficial to the company and their core audience. Go beyond the basic quote and create a bigger impact with a well-written contextual quote.

Company backgrounder: As corporate evolution continues at a breakneck speed, providing updated company information is an easy way to ensure the reporter is kept abreast of new positioning, new hires or a new product line.

Trending topics: Due to larger, industry-wide shifts or trends, a story that was a no-go yesterday is a must-run today. Showcasing the relevancy of your news in the context of larger trends is a terrific way to increase the likelihood of coverage.

Supporting multimedia: Most online and print publications utilize multimedia to drive home a story. When you craft your release, consider what image tells the same story and include it. Or, add a short video that provides context for your product within the industry.

Serena Ehrlich
Serena Ehrlich

Next time you sit down to write a press release, ask yourself if you are providing any or all of the above within your release. The more you can include, the more likely you are to receive more coverage.

Interested in learning more media relations best practices? Download our 2014 media survey guidance now.

Serena Ehrlich, Director of Social and Evolving Media, Business Wire. She is responsible for internal and external content creation and distribution services, ranging from content marketing and PR programming to social media channel management. With more than 20 years of experience in the content consumption and distribution, Serena understands both sides of the content and news industry.

Follow Serena: @serena

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