How to write a press release journalists will publish in 2025
Headlines alone won't earn coverage anymore. Journalists expect proof, usable assets, and a clear, AI-friendly summary before they consider your story.
Here's how to meet their new expectations and make your releases hard to ignore.
The three shifts you must adapt to
1) AI, misinformation, and the demand for sources
Journalists see disinformation as a top threat. They worry about factual errors in press releases, especially content touched by AI. As a result, inclusion of compelling data or statistics ranks among the most important factors for coverage-second only to relevance.
They also want access to real people. Connecting them with credible sources and subject-matter experts is the single biggest value PR can provide.
- Attach proof: link to or attach statistical reports, datasets, case studies, and methodology notes.
- Offer experts: add direct contact details, plus 2-3 pre-approved quotes that can run as-is.
- Disclose AI: clearly state if AI was used to create images, graphics, transcripts, or summaries.
AI disclosure line you can use:
"Visuals: infographic generated with AI using in-house data; accuracy verified by [Name, Title]."
2) Changing media habits need multi-channel formats
Journalists are publishing on Instagram, YouTube, and TikTok. One in three say they're more likely to use releases that come with multimedia. Give them assets that drop straight into their workflow.
- Images: portrait and landscape, high-res and web-optimized versions; include captions and credits.
- Data visuals: charts or infographics with source labels and numbers that match your release.
- Video clips: short spokesperson interview or b-roll; 9:16 and 16:9 versions, with captions.
3) Journalists now use AI assistants to filter and summarize
Many reporters use AI to scan inboxes and condense releases. If you don't guide the summary, the AI will-and it might miss your angle.
Include a short summary at the top that directs both the journalist and the AI:
- What happened: the news in one line.
- Why it's unique: the differentiator or key data point.
- Who it's for: the audience that benefits and how.
Example (paste at the top of your release):
Summary: [Company] launches [Product] that cuts [Metric] by [X%] for [Audience]. Backed by [Study/Data], it solves [Problem] without [Common Drawback]. Relevant to [Industry/Region] starting [Date].
Build your release like this
- Headline: clear benefit + concrete result (avoid hype).
- Dek (1-2 lines): expand the hook with the strongest data point.
- Lead paragraph: who/what/when/where/why in 3-4 sentences.
- Proof pack: key stats, methodology, links to full datasets or reports.
- Quotes: one strategy quote (vision) + one technical quote (details).
- Context: what's changed in the market and why this matters now.
- Call to action: demo, media briefing, or embargoed assets.
- Boilerplate: 3-4 sentences on the organization.
- Contacts: name, title, email, mobile, time zone, and availability windows.
- Media kit: folder link with images, video, logos, data visuals, and usage rights.
- AI disclosure: brief note covering any AI-generated or AI-edited materials.
- AI-friendly summary: place it above the headline or immediately after.
Distribution and formatting tips that save editors time
- Subject line: "News: [Outcome/Metric] for [Audience] - [Company], [Date]."
- File naming: "Company_Asset_Type_Orientation_Date.ext".
- Accessibility: alt text for images; captions or transcripts for video/audio.
- Rights: usage terms on every asset; include credits.
- Links: use UTM tags for your newsroom and asset links.
- Embargoes: state timezone and exact lift date/time at the top.
- Targeting: send to beats that match the data and the audience; personalize the angle.
- Availability: list 2-3 interview slots in multiple time zones.
Checklist before you hit send
- Every stat has a public source or attached dataset.
- Quotes are approved and attributable.
- Images: both portrait and landscape; web and print versions.
- Video: 9:16 and 16:9; captioned; under 60 seconds for social.
- AI usage disclosure included (if applicable).
- Summary block added for AI and editors.
- Contact info is current and monitored.
- All links work, and rights are clear.
What to include in 2025
- Credibility: sources, data, quotes, and direct access to experts.
- Multi-channel format: images, video clips, and infographics ready for social.
- Clear summary: a tight, three-line overview guiding how AI and editors frame your news.
Want to sharpen your team's AI skills for summaries and content packaging? Explore practical options here: Latest AI courses.
