How to write a press release Indian journalists will actually read

Ask any reporter at a busy Indian newsroom how many press releases they get, and the answer is usually “too many”. Most are deleted after the subject line. Here is how to write one that survives.

Start with the news, not the company

The most common mistake is opening with the company: “XYZ Pvt Ltd, a leading provider of innovative solutions, is delighted to announce…” A journalist has already stopped reading.

Start with what happened and why it matters to a reader. Compare:

• “XYZ is delighted to announce the launch of its new app.”
• “Udaipur families can now book home nursing visits within two hours, through a new app launched today.”

The second one is a story. The first is an advert.

Write a headline a sub-editor could use

Your headline should be short, specific and factual. Include a number, a place or a name if you can. Avoid words like “leading”, “revolutionary” and “world-class”. Journalists ignore them, and they make the rest of the release harder to trust.

Get everything important into the first paragraph

Who, what, when, where and why, in two or three sentences. If a journalist only reads the first paragraph, they should still be able to write a short news item.

Use quotes that say something

A quote should add opinion or context, not repeat the facts. “We are very excited about this launch” adds nothing. “Most families in smaller cities still wait two days for a nurse. We think two hours is possible” gives a reporter something to work with.

Keep it short

Aim for 300 to 500 words. Add a short “About the company” paragraph at the end, plus a contact name, phone number and email. Link to photos rather than attaching heavy files.

Think about language and region

India reads in many languages. If your story matters most in Gujarat, Rajasthan or Tamil Nadu, the regional language press may be more valuable than an English national daily. A translated release, checked by a native speaker, can open a lot of doors.

Don’t just send it. Pitch it.

A press release sent to a list of five hundred addresses is rarely read. A short personal email to the right reporter, explaining in two lines why the story fits what they cover, often is. Attach or link the release, and follow up once, politely.

A quick checklist

• Is the news in the first sentence?
• Would a stranger understand why it matters?
• Is there at least one fact, number or name?
• Does the quote add something new?
• Is it under 500 words?
• Are contact details and photos easy to find?

If you have news coming up and want help turning it into a release journalists respond to, our media relations team can help.