How To Turn A “Boring” Press Release Into A Newsworthy Story

You’ve seen them. You’ve probably written them. The kind of press release with a headline so boring that it reads like it came straight from the company’s HR department.

“So And So Joins X Company As CEO, Bringing 12345 Years Of Experience”

I get it. All news is exciting to your business. But that doesn’t make it interesting to anyone else, let alone newsworthy.

And it’s not just the headlines. Press releases are notoriously wordy, boring, and dry, and journalists receive hundreds every day. The hard truth is, most people probably don’t care about your company or your news. It’s your job as a PR professional to transform boring company announcements into a press-worthy story. If you want coverage — real coverage, not just a wire pick-up — you have to make the leap from announcement to angle.

Here’s how to do it.

1. Drop the press release voice

Forget what you think a press release is “supposed” to sound like. If your lead reads like “XYZ Company, a global leader in integrated solutions, is pleased to announce…” — stop. Start over. You need a lead that sounds like the opening of a news story, not a resume bullet point. Think clarity, not credentials.

2. Put the news in the first sentence

Don’t bury the lead. What’s the actual news here? A product launch? A major hire? A new partnership that could shift your industry? Say it. Early. If a journalist can’t figure out what the story is in 15 seconds, they’re moving on.

3. Frame it for someone outside your organization

Your CEO may care deeply about this milestone. That doesn’t mean a reporter — or their readers — will. You have to connect the dots. What larger trend does this touch? What problem does it solve? Why now? Good PR pros ask: “Why would anyone who doesn’t work here care about this?” and then write toward that answer.

4. Find the story behind the story

Press releases tend to present the surface — what’s happening. A news story digs a little deeper — why it matters. Maybe your new product was inspired by customer feedback. Maybe your research project tackles something in the headlines. Maybe your nonprofit is launching a program shaped by lived experience. Don’t just announce. Tell the story behind the announcement.

5. Use real quotes that sound like humans

Quotes are not an excuse to cram in brand messaging. They’re a chance to add insight, emotion, or a fresh perspective. “We’re excited to innovate in this space” is meaningless. “This partnership lets us bring mental health resources to teens in rural areas who’ve been overlooked for too long” is a quote worth keeping.

6. Support it with something visual

Journalists love assets. A good image, video clip, infographic, or even a compelling headshot can move your story up the queue. It’s not about fluff, itt’s about giving them something they can actually use.

7. Keep it short

Aim for 400–500 words. That’s enough space to tell a clear story without meandering. If something isn’t directly relevant to the news or narrative, cut it.

8. Customize the pitch

Your press release may be standardized, but your outreach shouldn’t be. Tailor your pitch to the outlet, the reporter, the beat. Show that you’ve done your homework and you’re not just tossing this release into the void.Bottom line: If your press release reads like a template, it’s going to get treated like one. But if you lead with clarity, connect to a broader story, and sound like a human being writing for other human beings, you’ll give journalists something they can actually work with.