How to Write Press Releases That Actually Get Picked Up

We heard you had big news to share and were excited to let the world know all about it! But let’s face it—not all press releases result in media coverage. They get lost in overstuffed inboxes, deleted without a second glance, or buried under flashier news. Your news deserves to be shared, and it doesn’t have to be that way. If you're tired of sending press releases into the void, it’s time to change your approach. 

Bubblegum Canada has developed a strategy to help clients craft press releases that don’t just get read—they get picked up.

1. Start with a Newsworthy Hook
   
   If there’s no “news,” there’s no reason for a journalist to care. A new product, major partnership, funding round, industry milestone, or compelling human-interest story—that’s news. The first question to ask yourself before writing anything: Why would someone else care? Also, a quick tip is to avoid fluff like “We’re excited to announce…” and instead go straight to the impact or angle that makes your story unique or timely.
   

2. Craft a Headline that really POPs
   
   Think of your headline like a tweet—it needs to be short, sharp, and attention-grabbing. Reporters skim dozens (sometimes hundreds) of press releases a day. A killer headline that clearly communicates the what and why can be the difference between being read or trashed.
   
   (Example) Instead of:
   
   "Company X Announces New App Launch" Try… "Company X Cuts Small Business Admin by 70% With New AI App"
   

3. Get to the Point—Fast
   
   Your first paragraph should cover the essential 5 W’s: Who, What, When, Where, and Why. Think of it like writing for someone who might only read the first two sentences. Don't bury the lede. Don’t over-explain. Don’t use jargon. Just tell the story.
   

4. Include a Strong Quote
   
   A quote gives your release a human touch and a real-world [or expert/industry] perspective. It should sound natural, not robotic or overly promotional. Use it to add context, emotion, or insight, not to restate facts you’ve already shared. Bonus points if you can tie it to industry impact as a way of edifying your spokesperson’s expertise in the field.
   
   An example of a quote: “We are thrilled to launch this app, which we believe will revolutionize the market.”
   
   A better option: “Small business owners spend up to 20 hours a week on admin. Our app gives them that time back—and that’s time they can spend growing their business.”
   

5. Add Value with Data or Visuals
   
   Facts build credibility. Include stats, charts, or relevant numbers that strengthen your story. Link to high-quality images, infographics, or a product demo video wherever possible. The more usable material you provide, the easier you make it for a reporter to run with the story.
   

6. Make it Skimmable
   
   Don’t be afraid to use subheadings, bullet points, and short paragraphs to make the most interesting and relevant facts and data stand out.
   

7.  Tailor Your Distribution
   
   Don’t blast your release to 500 journalists and hope something sticks. Research outlets and reporters who actually cover the subject of your release. Whenever possible, personalize the upfront pitch that accompanies your release to make it relevant to each individual journalist, producer or editor.
   

Final Thought: Think Like a Journalist!

A press release isn’t a sales pitch—it’s a story. Journalists are always looking for good ones. Make their job easier, and they’ll make your story shine.

Ready to write a press release that really POPs? Reach out HERE to see how we can help.