At first glance, it seems impossible to stand out among hundreds of emails, newsletters, and agency reports. After all, editorial offices receive numerous reports every day that compete for the limited attention of editors. Often, a single glance determines whether a message is read or discarded. This is precisely where the difference between average PR and professional communication becomes apparent: a strong press release not only opens access to the media, but also positions companies as credible voices in their market. Because one thing is clear: those who prepare their messages strategically not only increase their reach, but also their chances of being perceived as a relevant player. This naturally raises the question of how this ambitious step can be achieved.

Relevance beats self-promotion

The biggest hurdle for companies is that they often think from their own perspective. For journalists, on the other hand, everything revolves around the relevance of a news item. Accordingly, it is worth putting yourself in the editor’s shoes and asking yourself whether the news item in question would be relevant to the readership. An optimal press release answers this question in the first few lines. This can be achieved through:

• a clear hook that highlights the newsworthiness or social relevance of the story,
• a precise core message that can be summarized in one sentence,
• data, facts, and figures that create substance and credibility.

In short: less self-praise, more benefit for the target audience.

Language that convinces – not persuades

Journalists have neither the time nor the patience for PR clichés. Terms such as “innovative,” “market-leading,” or “unique” are interchangeable and often end up straight in the trash. Successful press releases, especially in German-speaking countries, rely on clear, factual language – enriched with quotes that convey personality and open perspectives. A good test: Can the message be understood without technical jargon? If so, it is ready for publication.

Structure with clear dramaturgy.

Like an article, a press release also needs a clear dramaturgy:

Headline and lead: The most important message in a concise sentence.

Introduction: Answers the classic W questions (who, what, when, where, why).

Main section: Background information, figures, quotes—in other words, everything that adds value.

Conclusion: Boilerplate, further links, press contacts.

This clear structure makes it easier for editors to quickly classify and process content.

The headline as a door opener

Whether a press release is read is often decided in the first few seconds. The headline is the door opener and, therefore, crucial to success. It should be precisely worded, no longer than 70 characters, and free of exaggerated advertising jargon. A clear headline that sums up the news in an understandable and relevant way is far more convincing to editors than interchangeable buzzwords. Visual elements are just as important. A meaningful image or a concise infographic can underline the content of the message and significantly increase the likelihood of publication. Especially in the online sector, visuals, images, graphics, or appealing diagrams are often decisive in determining whether a news item is noticed at all.

Dos and Don’ts

No matter how professionally press releases are written, small mistakes can quickly ruin their impact. Texts that are too long without a clear core, with overloaded advertising language, or overly generic headlines are among the most common reasons why editors ignore press releases. It is equally damaging to send press releases indiscriminately to a mailing list, thereby missing the relevant target group.

In contrast, successful press releases are characterized by a clear message, a coherent structure, and comprehensible arguments. Concise quotes that add a human perspective and supplementary images round off the overall impression. Those who take these standards into account will succeed in making their message stand out from the crowd and placing it in the key media.

Timing and distribution – the underestimated success factor

Even the best-written press release will fall flat if it is sent at the wrong time or to the wrong target group. Successful PR, therefore, takes the following into account:

• Timing: Press releases sent on Tuesday or Wednesday mornings often attract the most attention; late releases on Friday, on the other hand, are hardly noticed.
• Distribution list: Less is more! Relevant contacts are more valuable than mass emails, as the message and target audience must be clearly aligned.
• Approach: In addition to sending out press releases, a brief note or a dedicated approach to selected journalists can make all the difference

Conclusion

Press releases are more than just informational emails – they are strategic tools for creating visibility and trust. Relevance, clarity, and targeted distribution are crucial. Taking these factors into account significantly increases your chances of being featured in the top media outlets.

Would you like to professionalize your press work and appealingly prepare your topics for the appropriate media? Then feel free to write to us at vibes@hbi.de. We will work with you to develop press releases that not only inform, but also have an impact.

About the author

Annika Müller

Junior Communication Consultant at HBI Communication Helga Bailey GmbH

Annika Müller has been supporting HBI in the areas of PR and marketing since 2022. As a Junior Communication Consultant, her responsibilities include the creation of professional articles and the conceptualization of social media postings.
Furthermore, Annika is involved in directly assisting our client work.