Writing Press Releases That Connect with Audiences

What to say when you announce a sponsorship, so people actually pay attention. This ain’t the run of the mill press release. You’re building the story that your partners, execs, and media will build from. For context: I co-write messaging with sponsors and service providers across sport. From the first post to the follow-up that actually drives momentum. Here’s the 13-part checklist I use with sponsors to make sure that happens: 1/ Headline POV Lead with perspective. Not the deal. → “Why [Brand] is backing [Athlete/Team]” → “This is what [Series] got right about the future” 2/ Opening line that earns attention Start with a stat, insight, or belief. Not a logo. Not a thank-you paragraph. 3/ Logo placement with purpose Use it once, early, and tie it to meaning, not just exposure. 4/ Strategic pull-quote from exec No boilerplate. No fluff. One line from the CEO/CMO/CTO that frames the why of the deal. 5/ Athlete or team reference Tie their style, performance, or history to your brand’s values. This is where sports meet story. 6/ Photo or visual asset Use race-day imagery, behind-the-scenes shots, or real team integration, not stock images. (More to be said on this) 7/ Internal link to company POV or press release Bridge to the deeper story. Let them explore the details, but don’t shove it in the feed. 8/ Quote or POV from second voice Let the CTO or Head of Innovation speak to tech. Let a customer reference the impact. Add depth through voice layering. 9/ Race-week timing Don’t post in the void. Align to the race calendar, qualifying hype, or post-podium conversations. 10/ Pre-baked reshare language Give execs and partner teams a 1-line summary to repost with intent. No “We’re thrilled...” reshares. (Please) 11/ Hashtags with purpose (or none at all) Avoid the hashtag soup. Use one or two that shape narrative, not reach. 12/ Tagged collaborators (if useful) If you tag the team/athlete, it should add context or bring new eyeballs. Never tag out of obligation. 13/ Soft CTA that drives alignment End with clarity: → “What’s something you want to see more of in sponsorships?” → “We’re just getting started. More from this journey soon.” Final note: You’re writing a reference point that sales, PR, and investors will return to all season. Don’t publish and vanish. Publish and position. Photo by Darren Heath.

Why most web3 press releases and relations fall flat (and how yours won’t) In my agency, we handle about 15-20 press releases per month for Web3 clients. But here's the kicker: around more than 50% of them miss the mark. They don't get the traction or attention they need. Why? Because they're not connecting with journalists in the right way with their press releases, even with our personal connections. So, I decided to dig deeper. Lst week, I spent some hours of quick chatting with some of the top crypto journalists from CoinTelegraph, BlockWorks, TheBlock... Just me, a coffee, and a whole lot of insight that’s pure gold for anyone in the Web3 space. Here’s what they had to say (and, you’ll want to hear this): 1. Data speaks. Gone are the days when saying “we’re changing the game” was enough to grab attention. Journalists now want hard, on-chain data. Think user growth, transaction volume, or measurable impact. As one editor said, “Show me the data or don’t even try". 👉 What to do: Use tools like Dune Analytics to find those eye-catching stats. Make them pop with simple visuals. 2. Keep it human. Blockchain is cool, but what really catches a journalist’s eye? Real people and real stories. How is your project making a difference? Who are the faces behind the numbers? 👉 What to do: Discover and develop those stories. Connect journalists with real users or partners who have something meaningful to share. 3. Timing is, still, everything. The crypto news cycle moves fast—miss it, and your story might never see the light of day. 👉 What to do: Stay on top of trends. Time your announcements to align with major industry events. 4. Build relationships, not just pitches. Journalists love genuine connections, not just a blitz of PR pitches. One journalist put it best: “I’m more likely to consider a pitch from someone I know". 👉 What to do: Engage with them long before you need their help. Comment on their articles, share your insights, and be sincerely helpful. 5. Know your audience. Not all media is the same. What’s a headline for a crypto site might be a minor mention in mainstream business news. 👉 What to do: Do your research. Know the journalists you’re reaching out to. Make sure your story fits their style. Bonus Tip: Journalists are so over the hype. During a “crypto winter,” skepticism is high. As one editor put it: “We want projects that can survive, not just thrive in a bull market”. So, here’s the takeaway: focus on quality, build strong relationships, and deliver real, newsworthy stories. Forget those generic press releases. Your turn: What’s your best strategy for getting media attention in the Web3 world? Share your thoughts below! 👇 PS: Don’t forget to tag your favorite creator or journalist. Let’s keep this conversation going.

pr@ctical isn’t just the name of my newsletter. it’s how i work. practical tips. practical tools. practical workflows. the things comms and marketing pros (and media!) can actually test out today. so for the rest of this week, i’m bringing a mini pr@ctical series here to linkedin. fast, technical workflows you can try in 20–30 minutes. day 1: why you need two versions of your press release (and how to make it ai-indexable in 20 minutes) there are now two audiences for every release: 1 → the human version (embargoes, exclusives, reporter-friendly copy) 2 → the machine version (structured, schema-ready, canonical, crawler-accessible) the first is your corporate source of truth and supports efforts to earn coverage. the second keeps your announcement visible in generative search and llms long after the news cycle. you might ask: why not just one release? because the needs conflict. reporters want story, quotes, and flow. machines want structure, markup, and canonical clarity. force them together and you get a release that underperforms on both fronts. two versions doesn’t mean two stories. the facts stay the same. it means one narrative written for humans, and one formatted for machines. if you're pitching an embargo, exclusive or something that isn't ready for the wire yet, you use your media-facing release. once you're ready to share the news, here's what to do with your machine version: – this is the one you put on the wire (business wire, pr newswire, globe newswire, etc.) – and you publish the exact same version in your owned newsroom/press page. why? because the wire helps with broad crawl + syndication, and your owned site becomes the canonical source of truth llms will pull from. but what do you put IN that release? you're going to see me talking a LOT about the t.r.u.s.t. layer for the foreseeable future. it's a guide under which everything i do for LLMs lives right now. here's how to apply the T.R.U.S.T. layer for your machine release: T → topical authority (headline shaped like a likely prompt) R → relevance (schema markup + consistent names/entities) U → useful proof (metrics + evergreen explainer link) S → search equity (embed phrases you want cited + test in llms) T → timely reinforcement (recent proof points like events or certs) (sharing a screenshot in the comments for you to copy + paste and practice today) you wouldn’t send a media pitch without tailoring it to a reporter. now one version of your release needs to be tailored for the machine (and the wire). that’s pr@ctical tip #1. day 2 drops tomorrow. brands building this dual-track muscle now will own both coverage and visibility. if your team wants help moving from theory to execution, reach out. #PR #marketing #agency #b2b #thoughtleadership #training #teaching #pressrelease

During my tenure working with Invest India Ministry of Commerce and Industry, Government of India, I had the privilege of drafting several press releases for the Press Information Bureau - India (PIB). These experiences were instrumental in sharpening my communication skills and understanding the nuances of public information dissemination. Press releases are an essential tool for anyone working in #communications and PR. Here are 5 key lessons I learned about writing an effective press release: 1️⃣ Clarity is Key: Ensure that the headline and content are straightforward and easy to understand. The goal is to make the main message immediately clear to all readers. 2️⃣ Answer the 5 Ws and 1 H: Who, What, Where, When, Why, and How – every press release should comprehensively address these aspects to provide complete context. 3️⃣ Structured Flow: Start with the most important information in the first paragraph and gradually dive into the details. This inverted pyramid style helps readers grasp the essence quickly. 4️⃣ Credibility Matters: Back up statements with data, quotes, or references. For example, in the press release on the '50 Brands Dedicated to the Nation Under the 'One District, One Product' Scheme', I ensured the messaging highlighted the government’s commitment to local entrepreneurship by including scheme details, its significance, and quotes from key officials. 5️⃣ Tailored for the Audience: Understand who will be reading the release – media professionals, stakeholders, or the general public – and adapt the tone and content accordingly. Crafting a press release and mastering it can be a significant professional asset for communicators. I hope to gain more such skills going forward. To all the PR folks in my network, what’s your go-to tip for writing or evaluating a press release? Would love to learn. #PressRelease #Communication #PublicRelations #ProfessionalGrowth #GovernmentOfIndia #PIB #MarketingStudent

How we got our startup featured on the cover of Forbes, Inc., and Entrepreneur? Getting your company into a national magazine sounds like a dream. It brings massive visibility, credibility, and opens doors you didn’t expect. But here’s the part most founders get wrong: These stories aren’t about your brand. They’re not about your product. They’re not even about your funding round or tech stack. They’re about a story that a reader from every background can relate to. Most startups send press releases or company updates to editors hoping someone will turn it into an article. That almost never works. Why? 1️⃣ Editors rarely respond to cold pitches from unknown senders. 2️⃣ They don’t want company promos. they want human stories with impact. So how did it work for us? We hired a boutique PR firm. It was to shape narratives and pitch those stories to their network of editors. But they could only pitch what we gave them. So here’s what we did: 👉 We started looking for stories within our customer base. how did we impact someone's life? 👉 We started writing on Medium, LinkedIn, and our company blog 👉 We shared honest insights about our industry 👉 We told stories about customer impact, challenges, and lessons learned That content gave the PR team something meaningful to work with. In one case, a story we wrote for our blog got picked up by a major outlet. An editor saw it and asked if we could turn it into an interview. That piece eventually ran in print. If you’re trying to get national exposure, don’t just pitch your company. 👍 Tell a real story. 👍 Make it about people, not logos. 👍 Make it matter to someone who doesn’t know you. #PRFirms #Branding #stories

I analyzed 20 successful pitches that have gotten our clients into publications such as The New York Times, WIRED, TechCrunch, and Forbes. Here’s what I found: Landing top-tier coverage is about ruthless efficiency in answering three core questions upfront: 1. Nail the Value Proposition (Answer: "What's in it for their audience?") Crystal Clear Offer: interview, data, exclusive, op-ed. Examples: "May I forward [NAME]’s exclusive article on how overlooked bathroom accessibility is quietly impacting restaurant profitability?” (Modern Restaurant Management). Audience-Centric Angle: Frame the story around the publication's readers, not your client's news. Examples: “How employers like Coca-Cola and CVS are using credit-building tools to support underserved workers—and why it’s the new frontier in employee benefits” (Employee Benefits News). 2. Establish Immediate Credibility (Answer: "Why listen to this source?") Signal Authority: Clearly state the source's relevant expertise, title, or company. Example: “[CLIENT NAME] was the youngest [INDUSTRY] founder to raise VC at 18, a Thiel Fellow, and a Forbes 30U30 honoree” (CNN, Forbes). Show, Don't Tell: Use specific proof points–funding amounts, user numbers, notable clients/investors, past awards. Examples: “Over 50,000 users and $41M in payments processed” (Business Insider). Leverage Validation: Mentioning previous high-profile media hits or partners adds weight. Example: “He’s previously been quoted in Reuters, Bloomberg, and CNBC on high-profile trademark cases” (TechCrunch). 3. Demonstrate Urgent Relevance (Answer: "Why now and why me?") Timeliness Hooks: Connect to breaking news, current events, trends, data releases, or awareness weeks. Example: “Neuralink filed a trademark for ‘TELEPATHY’ yesterday—here’s what it could mean for brain-computer interfaces” (WIRED). Laser-Focused Targeting: Show you understand the journalist's beat and the publication's focus. Example: “I know you’re all over the EU startup scene, so I wanted to offer you an exclusive on [CLIENT NAME] atom-by-atom printer” (TechCrunch). Brevity & Clarity: Deliver the core message quickly and make the call-to-action easy. Short paragraphs, clear language, direct asks, etc. Example: Ending with a simple question like “May I forward the article?” or “Interested in speaking?” Here’s a checklist that puts it all together: ✅ Value Proposition Clear? (Offer + Audience Focus + Assets?) ✅ Credibility Established? (Authority + Proof + Validation?) ✅ Relevance Obvious? (Timeliness + Targeting + Clarity?) Questions? Ask me in the comments section 👇

6 reasons journalists ignore your press releases (and what to do instead) After 12 years in both journalism and PR, I've seen the same mistakes over and over. How many are you making? 1️⃣ Leading with "We're excited to announce..." Journalists care about their readers, not your excitement. Instead, lead with the impact your news will have on their specific audience. 2️⃣ No clear "So what?" factor "We launched a new feature" isn't news. "This new feature helps companies reduce carbon emissions by 40%" is. 3️⃣ Writing for your CEO, not for journalists Dense paragraphs filled with industry jargon and meaningless superlatives? Instant delete. Good press releases use simple language that explains complex ideas clearly. 4️⃣ Pitching the wrong journalists If they've never covered your industry, why would they start now? Research is everything. 5️⃣ Treating PR as an isolated tactic The most successful companies integrate PR with content strategy, social media and thought leadership. One press release won't change your business. A comprehensive communication strategy will. 6️⃣ No compelling story angle "We're growing" isn't a story. "We're growing because we've found a solution to [industry problem] that no one else has solved" might be. If you're struggling with PR results, the problem might not be the media. It might be your approach. P.S. What's your biggest PR frustration? Share it in the comments and I'll give you my honest take. 👇 #PublicRelations #Sustainability #MediaRelations