When most people search for "how to submit a press release," they often find step-by-step guides covering the fundamentals—including a headline, writing a summary, adding quotes, and keeping it to a page. While these basics are helpful, they only scratch the surface. With so many businesses competing for attention, mastering a press release requires more than following a template.

This article explores overlooked strategies in press release creation — the subtle but powerful elements determining whether your announcement gets skimmed, saved, or picked up by media outlets. Whether using a professional press release service or handling press release distribution, understanding these details can make the difference between forgettable and impactful.

Why Creation Is as Critical as Distribution

It's tempting to think the real magic happens after you hit "send." Indeed, a strong press release distribution network can amplify your message to journalists, bloggers, and search engines. But distribution only magnifies what's already there. Even the most expansive reach won't generate meaningful coverage if the release isn't compelling.

This information means your time investment should be split evenly between crafting and distributing. A well-built release ensures that it has the best chance of sparking interest once it lands in front of the right eyes.

The Overlooked First Step: Defining the Angle

Too many press releases fail because they are written as company announcements, not news stories. Journalists are constantly asking: "Why should my readers care?" Before typing a single word, define your angle by answering three questions:

• Who does this impact beyond your company?

• Why is it timely right now?

• What larger trend or issue does it connect to?

For example, "Company X launches new app" is self-serving. But "New app helps US (or Canadian, etc.) small businesses cut bookkeeping time in half, addressing post-pandemic labor shortages" is a story.

A good press release service can help refine this angle before distribution — but it starts with you.

Writing for Skimmability

One under-discussed reality: journalists rarely read press releases word-for-word. They skim. They're looking for hooks, quotes, and facts that can quickly transform into articles—formatting matters.

Use short paragraphs, no more than three sentences.

• Break up sections with subheadings — they act like "skimmable anchors."

• Frontload key stats, product names, or dates. Don't bury them.

• Think of your release as a news brief, not an essay. The more scannable it is, the more usable it becomes.

• The Power of Contextual Quotes

Most guides recommend including a quote, but they rarely explain how to make it count. Too often, companies insert bland remarks like:

"We are excited to launch this new product," said CEO Jane Doe.

This kind of quote adds no value. Instead, use quotes to provide context or interpretation that isn't obvious from the facts. For example:

"Small businesses have been telling us that payroll eats up weekly hours. We designed this app to give them that time back," said Jane Doe, CEO of Company X.

This detail transforms the quote from filler into a usable soundbite. Strong quotes increase the likelihood that journalists will lift them directly into their articles, boosting your authority.

Embedding Searchability into the Release

Another overlooked step in press release creation is keyword strategy. Many people focus only on where to submit a press release, but before it gets distributed, think about how it will perform in search engines.

Include industry-specific terms naturally in the headline and first paragraph.

Use phrases people would type, such as "AI for real estate agents" rather than "innovative technology solution."

Avoid keyword stuffing — a few natural inclusions go a long way.

A quality press release service like 24-7PressRelease, with our online hosting, ensures your release remains searchable over time. If your release is well-optimized, it can drive traffic months or even years after distribution. 24-7PressRelease still has releases from 2004.

Data and Specifics Beat Adjectives

Journalists don't trust adjectives like "innovative," "leading," or "world-class." What they trust are specifics. Numbers and data make your claims concrete.

Instead of:

"Company X is a leader in cybersecurity solutions."

Try:

"Company X protected 45,000 North American businesses from phishing scams in 2024 alone."

Specifics transform your press release from marketing-speak into credible news.

The Visual Gap Few Talk About

Another underreported tactic for submitting a press release is visuals. Many businesses treat visuals as optional, but releases with images, logos, or charts are far more engaging. Journalists can reuse these assets in their stories, saving them work. See our last article from August 18th about the advantage of adding visuals to your press release (here).

Best practices for visuals include:

• A company logo in high resolution.

• At least one professional image related to the announcement.

• Infographics or charts for data-heavy releases.

Some press release distribution services, like 24-7pressrelease, even allow embedding video links, which can set your announcement apart.

Testing Headlines the Smart Way

Everyone says "your headline matters," but here's what isn't often discussed: testing. Treat your headline like a digital ad. Before you submit your press release for distribution, draft three to five versions and test them.

• Share them with colleagues or on LinkedIn to see which sparks curiosity.

• Look at trending news headlines in your industry for inspiration.

• Avoid over-stuffing with keywords, but do include at least one relevant phrase.

The extra effort pays off. A slightly stronger headline can double your open rates among journalists.

The Journalist's Hidden Checklist

While creating this article, we interviewed journalists who regularly receive press releases. Their advice reveals what they quietly evaluate when deciding whether to cover a story. Ask yourself if your release passes this test:

• Does the subject line read like a headline, not a sales pitch? At 24-7PressRelease, we see many press releases that read like advertisements that are guaranteed to be overlooked. Do this too often and you will lose credibility.

• Are the facts clear in the first 100 words?

• Is there at least one credible quote?

• Does the release include a link for more information?

• Can they copy/paste sections directly into a story?

If your release meets these criteria, you're already ahead of most submissions.

Final Thoughts: Think Like a Journalist, Not a Marketer

When learning how to submit a press release, it's easy to focus only on mechanics — word count, where to send it, and how quickly it gets published. But the true art lies in creation. Every overlooked element — angles, quotes, visuals, skimmability, searchability — shapes how journalists perceive your announcement.

If you approach writing with a journalist's mindset instead of a marketer's, your release becomes more than an announcement. It becomes a story worth telling. And when paired with a trusted press release service that ensures broad distribution like 24-7pressrelease, your carefully crafted release has the power and potential to secure real media coverage, brand visibility, and long-term search value.