Press Release Writing: 5 Tips for Developing a Newsworthy Angle

Press Release Writing: 5 Tips for Developing a Newsworthy Angle

We’re living in a time when we have seemingly unlimited amounts of information at our fingertips. That’s why, in public relations, every second counts, and to help companies stand out, professionals need to find ways to rise above the noise and improve their online visibility.

A tried-and-true method in achieving these results is through the art of developing newsworthy angles for your press releases.



In this blog post, we dive into the fundamentals including:

• What’s a press release?
• What’s the best press release format?
• What makes a story newsworthy?
• 5 tips for developing a newsworthy angle

What’s a press release?

A press release is a concise news story that’s designed to capture the attention of a company’s target audience and the media. 

It’s an effective marketing tool public relations professionals use to share and amplify their newsworthy information. 

Examples of press release topics include, but aren’t limited to:

• Awards
• Business funding
• Community involvement
• Company anniversary
• Events (in-person and/or virtual)
• New data/industry report
• New hire/promotion
• Product launch
• Quarterly earnings
• Rebrand

What’s the best press release format?

Your press release format is a crucial component of a successful campaign.

We suggest using the inverted pyramid to ensure you’re addressing the key information at the beginning of your press release which includes:

• Who?
• What?
• When?
• Where?
• Why?
• How?

By using this press release format, you’ll create a layer of clarity that engages the reader from the beginning.

What makes a story newsworthy?

It’s easy to throw the term newsworthy around. But, what does it really mean?

What actually makes a story newsworthy?

Newsworthy content is typically comprised of at least one of the following elements:

Timeliness – Current events or announcements are more likely to attract attention.

Influence – Is your story influential for individuals, communities, or your industry? Stories that affect people on a larger scale are usually deemed newsworthy.

Importance – Does your story include a well-known individual or brand? Journalists are more inclined to cover a news story that involves prominent public figures and companies.

Location – Where does your story take place? Is it national news? Local news? If it’s the latter, the local media will likely have an interest in covering your story since it directly affects your community and surrounding region.

Human interest – Emotion moves people to take action. Does your press release draw on human emotion? Are you offering a unique perspective? Human interest stories always have appeal with the public.

5 Tips for Developing a Newsworthy Angle

Begin with why

A key step in creating newsworthy content is questioning the importance of your story.

Ask questions like...

• Why does this matter?
• Why would my target audience care?

If you can’t easily answer these questions, take it as a sign to head back to the drawing board and find a new topic.

Do your research

Stay on top of industry trends by doing your research and reading through popular publications. You can also search for relevant keywords on the social platforms where your audience spend the most time and see what your audience is talking about.

Use the information you find to develop newsworthy angles for your own press release campaigns.

Add a fresh perspective  

Using trending topics to your advantage is a smart content creation approach. But, to truly maximize the benefits, you need to add your unique perspective to the topic. Don’t just reiterate what everyone else is saying. Rather, view the topic through your brand’s lens and add a fresh spin that’ll captivate your audience.

Use Social Listening

Social listening is an excellent exercise to use to gain insights into your target audience’s interests, pain points, and questions.

By monitoring relevant keywords and engaging with your audience, you’ll gain an all-access pass into their minds.

Be Different

While everyone’s viewing a topic from one perspective, do your best to see it from a different viewpoint. Play the devil’s advocate to showcase your expertise and critical thinking skills to differentiate yourself from your competitors

Focus on these five tips and take your press release writing skills to the next level.

If you’re ready to submit a press release, explore our press release distribution offerings .