A subject line they can use
If your subject line could become a headline with two words trimmed, a journalist is more likely to open it. If it starts with 'PRESS RELEASE:' and then your organisation name, you have made them do the editorial work before they know whether the story is worth it.
Write the subject line around the news, the place and the human. 'Three Birmingham independents extend opening hours for festival week' is stronger than 'Local BID announces business support initiative'. The first tells the reporter what happened. The second tells them who wants attention.
The 'so what' in the first sentence
Three out of four journalists said they decide whether to read past the first sentence in under three seconds. Bury the lede and the pitch is finished before the quote appears.
The first sentence should explain why the story matters now. Use the deadline, the local effect, the number of people affected or the unusual human detail. If the first sentence could sit in your annual report, rewrite it for the newsroom.
A named human, available today
A release without a named, quotable human reachable inside two hours is unlikely to run on a tight deadline. 'Spokesperson available' is not a name, and a generic inbox is not a relationship.
Give the reporter one person with a mobile number, a direct email, their role and the times they are available. If the story involves a member, make sure the member knows a journalist may call. Nothing kills momentum faster than a quote contact who has not been briefed.
Photos that are not ten people in a line
One usable high-resolution landscape image is worth more than a folder of logos. Show at least one person doing the thing, not posing with a cheque or standing under a banner. This is non-negotiable for travel, food, community and local business pages.
Include captions and credits in the press room. If the photographer needs a credit, write it next to the download. If an image cannot be used without permission, do not put it in the pitch. Journalists remember the organisations that make picture desks easy.
A press room link, not a file dump
Journalists do not want six attachments, three WeTransfer links and a follow-up email with the missing quote. They want one page with the release, images, captions, boilerplate, spokesperson details and supporting context.
For membership organisations, the press room is also useful after the pitch. Members can share it, board directors can see it, and your own website has a clean record of the story. The page becomes an asset rather than a one-off email.
An obvious, frictionless 'no thanks'
The fastest way to get on a list and stay there is to make it easy to leave. An unsubscribe link in every pitch buys trust you would not otherwise earn.
A small, clean list of journalists who want your stories is more valuable than a large list of people who feel trapped. If someone opts out, respect it immediately and keep the relationship available for a more relevant story later.
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