Three Questions to Ask Before You Send a Press Release
August 3, 2026
Most press releases get deleted in under five seconds. Before you hit send, ask three questions:
1. Is this actually news? A release should announce something new — a hire, a milestone, a meaningful change — not restate what your website already says.
2. Who cares, and why now? Name the audience (reporters, community leaders, industry peers) and the reason timing matters. Urgency should be real, not manufactured.
3. What is the one line a reporter would quote? If you cannot find it, the release is not ready. Lead with that line, support it with context, and cut everything that does not earn its place.
A tight release respects the reader’s time and makes the follow-up pitch easier. That is how you earn the open instead of the delete key.