A press release is a short, structured piece of writing designed to share something genuinely newsworthy with a publication. At its best, it is clear, relevant, and written in a tone that fits the audience it’s being sent to. It informs rather than promotes, and it gives an editor something they can realistically use.
Press releases play a quiet but important role in the publishing ecosystem. They help editors keep content fresh, varied, and connected to what’s happening in the world. For smaller publications especially, they can be a valuable source of credible, ready-to-use material. When done well, they benefit everyone: the publication, the reader, and the business behind the story.
The elephant in the room
Press releases are published for free; advertorials are paid for.
It’s no surprise, then, that editors’ inboxes are full of “press releases” that are, in reality, thinly disguised adverts. And editors are very good at spotting the difference.
This is where many businesses come unstuck. The intention is understandable — visibility without cost — but the execution undermines it. If a piece is written to sell, rather than inform, it will almost always be rejected.
What editors are actually looking for
Editors are not looking for perfection. They are looking for fit.
A strong press release usually has a few consistent qualities:
- A clear angle — something has happened, changed, launched, or been discovered
- Relevance — it matters to the publication’s audience
- Timeliness — it feels current, not recycled or stale
- Clarity — it gets to the point quickly
- Neutral tone — it reads like information, not persuasion
It also shows a basic understanding of where it’s being sent. The tone, subject matter, and framing feel aligned with the publication, rather than dropped in from somewhere else.
Editors are curators. They are constantly asking: Will this serve our readers? If your press release helps them answer “yes” quickly, you’re already in a strong position.
Why press releases get rejected
The most common reason is still the simplest: the piece isn’t a press release. It’s an advertorial.
Beyond that, there are a handful of patterns that come up again and again:
- Lack of relevance
The story doesn’t fit the publication’s subject area or audience. A national piece sent to a local magazine, or a niche topic sent somewhere broad, rarely lands well. - Ignoring the readership
Even if the topic fits, the framing doesn’t. The content doesn’t reflect what readers actually care about. - Outdated thinking or timing
The story feels late, recycled, or built on assumptions that no longer hold. - Misaligned tone or values
Publications have a voice and a worldview. If your piece cuts across that, it creates friction. - Overly promotional language
Phrases that belong in ads — “leading provider”, “award-winning service”, “unmissable opportunity” — signal immediately that the intent is commercial.
Individually, these are fixable. Repeatedly, they can start to shape how a business is perceived. Editors remember patterns.
A quick checklist before you hit send
Before submitting a press release, it’s worth pausing and asking:
- Is this genuinely newsworthy?
- Does it fit this specific publication?
- Would their readers care about this?
- Is the tone aligned with what they typically publish?
- Have I removed overtly promotional language?
- Is the timing right?
- Does the headline clearly reflect the story?
- Is it concise and easy to scan?
If you can answer these with confidence, you’re giving your piece a fair chance.
A final thought
Press releases are still valued. Editors do want them. They remain a useful, credible way for businesses to contribute to relevant publications. But fit matters.
Time spent understanding where your story belongs, and shaping it accordingly, is rarely wasted. It increases your chances of being published, and it protects your reputation in the process.
Keep writing. Keep sending them out. Just take the extra moment to get them right.