How to write a Press Release that Journalists won’t miss in 2025

Summary:

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In 2025, journalists are inundated with emails. Even the most exciting news can be overlooked if your press release doesn’t stand out. Focus on crafting a concise, compelling email that immediately communicates what’s happening, why it matters, and why now. Combine strong messaging, multimedia assets, keyword optimisation, and strategic timing to make your release impossible to ignore. For startups just starting out, it’s also worth reviewing how to know you’re ready to work with a Startup PR Agency before diving in.

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Why email matters more than ever

Journalists receive hundreds of emails daily. Your press release often lives or dies in the subject line and opening paragraph. Even with compelling news, a poorly written email risks being deleted or ignored.

Key ways to stand out:

Clear, scannable messaging that answers the journalist’s key questions immediately
Timing emails for peak engagement
Including multimedia and links that make the story easy to cover
Optimising for search terms, as journalists often search for stories on specific topics

If you’re looking for guidance on how to find journalists or understanding who the traditional media are, these resources are great starting points.

According to Cision, 38% of journalists want PR professionals to help secure interviews with industry experts — preparation and relevance are key. For that, check our guide on how to prepare for an interview with a journalist.

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1. Craft an email pitch that gets opened

Even in 2025, your press release often fails or succeeds based on the email that accompanies it. The goal: stand out in a crowded inbox.

What your email should communicate quickly:

What’s happening? — The news
So what? — Why the journalist’s audience will care
Why now? — Timing and urgency

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Tips for a 2025-ready email pitch:

Keep it to three short paragraphs: news summary, relevance & timing, and assets/interview offer
Write a mobile-friendly, keyword-rich subject line that makes the story instantly clear
Lead with the most compelling angle — statistics, trends, or exclusive insight
Include a link to multimedia assets: images, video, or infographics that make building the story easy
Mention if your story aligns with popular search terms or trending topics

For startups, it can also help to review PR Strategy for Startups and 10 PR mistakes for startups to avoid to ensure your approach is effective.

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2. Make the press release easy to scan

Once the journalist opens the email, your press release itself must be scannable and compelling.

Key elements to include:

A) Headline and opening sentence

Grab attention immediately
Answer who, what, when, where, why, how — ideally under 25 words
Example: “XYZ Startup launches a fintech platform to unlock £10M in funding for underserved UK small businesses.”

B) Lead with the strongest material

Answer “what, so what, why now” first
Include metrics or trends that make the story relevant
Optimise for search terms journalists might use

C) Include multimedia and rich assets

Images, videos, infographics, and social media snippets make stories easier and faster to cover
Clear, clickable links in the email improve accessibility
Check our guide on how to handle media requests for tips on providing assets effectively

D) Use quotes and human voice

Include 1–2 emotive quotes from stakeholders
Example: “We’re thrilled to make financing accessible to UK SMEs overlooked by traditional banks.”

E) Boilerplate and contact info

Keep company boilerplate concise and up-to-date
Include direct contact info for quick follow-up
You might also find who should do PR helpful for deciding the best spokesperson

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3. Timing and distribution

Even the best email can be overlooked if sent at the wrong time.

Best days are industry specific, but generally Tuesday–Thursday mornings; Sunday evenings can work to land in Monday’s inbox
Send early in the day for maximum visibility
Follow up politely 48–72 hours later with additional assets or interview opportunities
Multi-channel distribution (email, press wires, social media) increases visibility

For additional insight, read how to share company news and information with a journalist.

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4. Avoid common email mistakes

Vague or generic subject lines
Long paragraphs that bury the key news
Low-quality or missing multimedia
No context for timing of the release
Ignoring search-term optimisation for discoverability

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Press release email checklist

Subject line that demands attention
Opening paragraph answering so what, why now
Headline and opening sentence that hook the reader
First-party data or key insight from spokespeople
Multimedia assets linked and easy to access
Quotes from key stakeholders
Contact details and concise boilerplate
Keyword optimisation for search
Plan for follow-up and multi-channel distribution

For startups still learning the ropes, the best free tools for PR can make the process easier.

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Final thoughts

In 2025, a press release isn’t just about the story — it’s about ensuring your email gets noticed. Clear, relevant messaging, multimedia assets, strategic timing, and search-term optimisation are key to standing out in journalists’ crowded inboxes. A well-crafted email can turn your news into media coverage, credibility, and long-term brand visibility.

For those considering external support, check out how to find the right PR agency or how to know if you’re ready to work with a Startup PR agency.

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FAQ

1. How long should my press release email be?

‍3 short paragraphs; include the news, relevance, and assets/interview offer.

2. Should I include multimedia?‍

‍Yes — images, videos, and infographics make the story easy to cover.

3. When should I follow up?

‍‍48–72 hours, politely, with additional materials or interview offers.

4. Why is keyword optimisation important?

‍‍Journalists often search for specific topics. Using relevant search terms increases discoverability.

5. What is the best time to send a press release email?

‍‍Weekday mornings (Tuesday–Thursday) or Sunday evening for Monday visibility.

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