B2B marketers have long relied on press releases to generate visibility, boost SEO, and position their brand as a credible player. This is why 78 percent of marketers include press releases in their marketing strategy.

Today, it’s not enough to write about recent new hires, additional locations, or new products. The days of “look at how great we are” press releases are dead. As press release distribution platforms and journalists become more selective, companies may find their content rejected or ignored. Quality distribution platforms scan content for timeliness, newsworthiness, and editorial quality. Releases that don’t meet these standards may be flagged, rejected, or buried.

Write Better Press Releases

Cision reports that nearly three-quarters of journalists rank press releases as the most sought-after content from PR professionals. When crafted effectively, press releases attract media coverage and expand a brand’s influence among key decision-makers.

Here are five tips for crafting press releases that get results:

1. Understand Why Most Press Releases Get Rejected.

Distribution platforms no longer publish every release. They now use AI-powered filters to pre-screen submissions. This process automatically rejects press releases that read more like self-promotional blog posts than real news.

These platforms scan for these key criteria:

• Timeliness. The news must be fresh, usually within the last 30 to 60 days.
• Newsworthiness. AI scrutinizes story angles to ensure they offer real value beyond self-promotion or reputation management.
• Structure and clarity. Content with poor formatting, long-winded intros, and hard-to-follow messages will be rejected.
• Excessive promotional language. Overuse of phrases like “world’s best,” “groundbreaking,” or “disruptive” sets off red flags.
• Link stuffing. Too many links or links used only for SEO will likely trigger rejections.

To write press releases that will get past the scanners and attract the attention of journalists and editors, write like a journalist. Craft a clear, factual headline that includes a date, number, or trend when possible.

Follow the inverted pyramid model and start with the most important information. The lead paragraph should clearly state what happened, when, who’s involved, and why it matters. Supporting details and background come later.

AI and editors reward clarity and plain language, so write clearly and concisely. Keep paragraphs short and digestible. Avoid fluffy adjectives. For example, replace “game-changing” with specifics like “increased throughput by 18%.”

Optimize release content for SEO by using relevant short- and long-tail keywords naturally. Use meaningful anchor text and only include links that back up data or direct readers to high-value resources. Avoid keyword stuffing.

Pro Tip: Use AI and readability tools, like Monster Insights Headline Editor, Hemingway Editor, and ChatGPT, to evaluate the effectiveness of your content.

2. Find the Newsworthy Angle.

Every press release must answer the question, “So what?” For B2B brands, that means connecting even routine announcements to something current, impactful, or aligned with a broader industry trend. Without a precise angle, the release risks being seen as internal noise rather than valuable news. Consider the following angles:

• Product launch. Link the introduction of a new project or service to an industry pain point or market shift. For example, “As compliance demands rise, [Company] launches AI-driven auditing tool.”
• Leadership change. Connect the announcement of a new team member to strategic growth. For example, “[Company] Appoints New CTO to Spearhead Expansion into APAC Market.”
• Client milestone. Highlight broader market validation in client success stories. For example, “[Company] Hits 500 Enterprise Clients as Digital Transformation Accelerates in Manufacturing.”

Pro Tip: Use Google News or industry newsletters to identify current trends and anchor your release to what’s happening.

3. Follow the Structure of a High-Performing B2B Press Release.

Even a great story can flop if the anatomy is poor. Here’s the winning format:

• Headline. Keep it under 70 characters and focus on the outcome or impact. Example: “FinTech Firm Launches Platform to Cut Loan Processing Time by 40%”
• Subhead. Include supporting statistics. Example: “Q1 Sales Surge 25% Amid Rising Demand in North American Markets”
• Lead paragraph. Answer the five Ws: Who, What, When, Where, and Why right away.
• Second and third paragraphs. Add background, context, or quotes to deepen the story.
• Quotes. Include quotes from an executive, customer, or industry expert to humanize the announcement.
• Company boilerplate. Limit this section to two to three sentences and focus on what the company does and who it serves.
• Call to action. Link to a relevant asset, such as a white paper download, not just the homepage or contact page.
• Contact information: Include a direct phone number and email address for a press contact or other company representative.

4. Be Smart About Linking.

Most press release distribution platforms allow only two or three links per release. Anything beyond that increases the likelihood that the release will be flagged by automated systems. To avoid rejection and maximize engagement, link to a credible white paper, case study, or report that backs up key claims.

Don’t repeat links to homepages throughout the release and ensure backlinks are editorially relevant, not added solely for SEO purposes.

Pro Tip: Before publishing, review every link in the press release and ask: “Does this add value for a journalist or reader?” If the answer is no, remove it.

5. Maximize Reach: Don’t Stop at Distribution.

Even the best press release fails if it doesn’t reach the right audience. Use every channel to maximize visibility. To extend the reach of your press release, share a summarized version on social media. Include it in your next email newsletter. Repurpose the press release into a blog or FAQ post.

Don’t stop at automated distribution services. Create a list of 10 to 20 key journalists and pitch them directly with a brief customized email (one to two paragraphs) that shows you understand their focus and readers.

Press Releases Remain Powerful with the Right Strategy

The difference between a press release that gets ignored and one that sparks meaningful conversations often comes down to strategy and storytelling. Companies that treat press releases as thought leadership tools are the ones seeing ROI. Because in the race for attention, only the most relevant and well-crafted stories win. Need help crafting a compelling press release that drives results? Schedule a call with one of our experts.