How to write a press release journalists will publish 2025
The way journalists work has changed – and so must the way you write your press releases. In 2025, a sharp headline alone won’t get your story noticed. Journalists now expect more credible sources, ready-made social media content and AI-friendly summaries before they’ll consider your story. Here’s how to meet their new expectations – and make your press releases impossible to ignore.
For a long time, those of us in PR and communications have lived by the motto: If the news is good enough, journalists will cover it.
But something has changed.
Several global studies show that journalists are changing how they work: they search for information, summarise content and publish news in new ways – all of which affect how they receive your press releases.
Below, we highlight the three most significant changes, followed by our tips on how you, as a PR or communications professional, can adapt your press releases effectively.
1. AI, fake news and the demand for sources
Journalists today see disinformation as the most serious threat to journalism (2025 State of Journalism Report). Maintaining credibility as a trusted news source and combating accusations of ‘fake news’ is their second biggest challenge, according to the 2025 State of the Media Report.
They are particularly concerned about factual errors in press releases, especially those created using AI.
That’s why they need access to more data and background material for your press releases.
In fact, they rank “inclusion of compelling data or statistics” as the most important factor when deciding whether to cover a press release, second only to relevance.
The inclusion of compelling data or statistics is the most important factor when considering covering a press release, second only to relevance.
This allows them to double-check facts or explore further aspects of your story, and to include parts of your background material in their reporting to maintain credibility and transparency.
Journalists also place high value on access to spokespersons they can interview as subject experts.
“Connecting me with relevant sources” is described as the single greatest value that you, as a PR and communications professional, provide in their daily work.
What journalists want in your press release in 2025
- Credible sources and background material – attach statistical reports, data sets, or case studies.
- More quotes, ready-made interviews, or contact details for spokespersons that they can speak to.
- Clear information if AI has been used to create images, graphics, or other attachments (journalists often have to disclose this).
Including more useful supporting material increases the likelihood that your press release will be picked up. Now, let’s look at the importance of also having social media distribution in mind:
2. Changing media habits call for multi-channel formats
Journalists say their biggest challenge is adapting to changing audience behaviors around media consumption (2025 State of the Media Report).
Something we in PR and communications know only too well.
Instagram, YouTube and TikTok are now among their key publishing platforms, and stories often need repackaging to stand out on visual channels.
One in three journalists say they are more likely to pick up press releases that come with multimedia assets.
Let’s make their job easier by providing these assets.
What journalists want in your press release in 2025
Journalists’ three most requested types of attachments are:
- Images in suitable formats – portrait/landscape, high-resolution/web-optimised, depending on the intended channel.
- Data visualisations or infographics.
- Video clips – for example, a short interview with a spokesperson that journalists can draw on for quotes or clips.
3. Journalists use AI assistants to filter and summarise press material
According to the 2025 State of the Media Report, one in five journalists now use AI assistants to help summarise text as part of their news and research work.
If you don’t summarise your press material yourself, the AI will — and it could get the angle wrong.
How to adapt your press release
Include a short summary that guides how AI assistants present your news value. It should be only a few lines long and cover:
- What has happened or will happen.
- Why it is unique.
- How it is relevant to which audience.
This helps both journalists and AI assistants quickly grasp the angle.
Psst! Download our free, ready-to-use press release template:
Summary: How to write your press release in 2025
Do you want your press release to reach the channels your audience actually uses? Send it through Mynewsdesk – it ensures the right format and automatically matches your news with the journalists covering your industry and topics.
To sum up, your press release in 2025 should include:
- Credibility: Include sources, data, quotes and contact details for experts and spokespersons.
- Multi-channel format: Provide images, video clips and infographics suitable for social media.
- Clear summary: Ensure both AI assistants and journalists can quickly grasp the news value.
The next step is pitching your story – and we’ve got you covered with our step-by-step guide: How to pitch your PR story to journalists like a pro.
With these tips, you’ll be writing press releases with the best chance of getting covered.
Best of luck with your next one!