Press Release Writing and Distribution That Actually Gets Picked Up
Most press releases never get read by a single journalist. They are written like marketing brochures, distributed to lists of contacts who never asked for them, and ignored within seconds of arriving in an inbox.
The reason is straightforward. A press release is not a marketing tool. It is a journalistic document. And most press releases are not written by people who understand journalism.
At Downtown Publishers our press releases are written by former journalists who spent years deciding which stories were worth covering and which were not. That perspective changes everything about how a press release is written, what it says, and how it is received.
What Makes a Press Release Newsworthy
Journalists are not interested in the fact that your company exists or that you have launched a new service. They are interested in why that matters to their readers right now.
A newsworthy press release answers that question in the first sentence. It connects your announcement to something that is already happening in the world, in your industry, or in the lives of the people the journalist writes for. It gives the journalist something they can actually use, a quote, a data point, an angle, rather than something they have to work around.
Our team knows what editors at wire services, regional papers, industry publications, and national outlets are looking for because we used to be on the other side of that inbox. We write press releases that read like news because they are built like news.
Our Press Release Services
Press Release Writing
Every press release we write starts with a briefing call where we understand the announcement, the audience, and the angle. From there our writers build a release that leads with the most newsworthy element of your story, uses clean journalistic language, and includes the quotes, context, and contact information that journalists need to move quickly.
Distribution to 500 Plus Outlets
We distribute your press release to over 500 wire services, news outlets, journalists, and industry publications relevant to your announcement. Distribution includes PR Newswire, AP feeds, and regional and industry specific outlets matched to your story. Your announcement reaches the journalists and editors most likely to find it relevant and useful.
Guaranteed Pickup on Major Aggregators
Every release we distribute is guaranteed to appear on major news aggregators. This creates permanent Google indexed coverage of your announcement that appears in search results when people look for your company, your product, or the topic your release covers.
Targeted Journalist Outreach
For significant announcements we go beyond wire distribution and conduct direct outreach to journalists and editors who cover your industry specifically. A personally pitched story to the right journalist is significantly more likely to result in original coverage than a wire release alone.
When to Use a Press Release
Press releases work best for genuine news announcements. A new funding round. A major partnership. A product or service launch. A significant milestone or award. An executive appointment. A response to something significant happening in your industry.
They work less well for announcements that are not genuinely newsworthy, which is why we are honest with clients about whether a press release is the right tool for a given situation. If the story is not there, we tell you, and we discuss what would work better.
Press Releases as Part of a Larger Strategy
A press release is one piece of a media strategy, not a strategy in itself. The most effective use of press releases is as part of a broader campaign that includes editorial placements, contributed content, and ongoing media activity. A release that goes out alongside other coverage amplifies everything. A release that goes out in isolation often disappears.
Our team helps you understand how press releases fit into your overall communications strategy and how to use them at the right moments for maximum impact.
Ready to announce something worth covering? Book a free strategy call with Downtown Publishers today."