Journalister: Så ska du skriva ditt pressmeddelande 2026
Writing a press release that gets picked up now requires more than a text-based email with a sharp headline. In 2026, the way journalists work has changed. They need more credible sources, social media-ready content, and clear summaries that AI assistants can understand. Here are the biggest changes – and how you should write your press release in 2026 so it gets picked up.
If your news is good enough, it will be published. That has long been the motto for those of us who work with PR and communications.
But something has changed.
Several global studies that have examined the daily work of journalists show that they are now searching for information, summarizing material and publishing news in new ways – which is of crucial importance to those of you who send out press releases.
Here we list the three most important changes, followed by our tips on how you, who work with PR and communications, can adapt your press releases in the best way possible:
1. AI, fake news and the requirement for sources
Journalists today see disinformation as the biggest threat to journalism ( 2025 State of Journalism Report ). Maintaining credibility as a news source and responding to accusations of fake news are ranked as their second biggest challenge, according to the 2025 State of The Media Report .
When it comes to press releases, they worry most about factual errors, especially if they have been written with the help of AI.
Therefore, journalists want to be able to see the background material you have used for your press releases.
In fact, they now rank “getting access to relevant data and statistics” as the top factor for them to consider picking up a press release , second only to relevance.
Accessing relevant data and statistics is the second most important factor in picking up a press release.
Then they can double-check the facts themselves or delve into more aspects of your news, and choose to include parts of the background material in their story to maintain credibility and transparency towards their readers.
Journalists also prioritize gaining access to spokespersons who they can use as interviewees or experts.
“Connecting me with relevant sources” they describe as the single greatest value you as a PR and communications manager contribute to their daily work.
What journalists want in your press release in 2026
- Credible sources and background material – attach more of, for example, statistical reports, data bases and case studies.
- More quotes, completed interviews or contact information for spokespersons to interview.
- Clearly state if you have used AI to, for example, create images, graphs or other attachments (journalists often need to report this).
So: the more useful material you send, the greater the chance that journalists will pick up your press release.
2. New media habits require multi-channel formats
Journalists now describe “adapting news to the target audience’s new media habits” as their biggest challenge ( 2025 State of the Media Report ).
Something we recognize from the PR and communications industry, right?
Instagram, YouTube and globally TikTok are now among journalists’ most used publishing channels. Reporters need to repackage more news to reach mobile and visual social media.
One in three journalists say they more often consider picking up press releases that also contain material for mobile and visual channels.
Now that you’re writing your press release, why not make it easier for them by sending it from the start?
What journalists want in your press release in 2026
Journalists’ top 3 most requested types of attached material in press releases are:
- Images in an appropriate format (portrait/landscape, high resolution/web resolution depending on which channel the news is intended for).
- Data visualizations or infographics .
- Video clips – for example, you can attach a short video interview with a spokesperson that the journalist can use clips from.
3. Journalists use AI assistants to sift through and summarize press materials
According to the 2025 State of the Media Report, one in five journalists now uses AI assistants to summarize material in their news and research work.
If you don’t control how your press releases are summarized, the AI assistants will.
At worst, with the wrong angle.
How to customize your press release
Therefore, include a short summary of the news value. The summary should be a maximum of a few lines and include:
- What has happened/is going to happen.
- Why it is unique.
- In what way is it relevant for which target group.
It helps both journalists and AI assistants understand news value instantly.
Psst! We’ve created a free press release template that’s very popular. Download it for free here:
Summary: How to write your press release in 2026
Do you want your press release to be published in the channels where your target audience is? First and foremost, you should of course send it out with Mynewsdesk – then the format will be correct and it will automatically be matched with relevant journalists who cover your industry and topics.
Your press release needs to have:
- Credibility: Include more sources, data, quotes, and contact information for experts and spokespersons.
- Multi-channel format: Send images, videos and infographics that are also suitable for social media.
- Clear summary: Own the angle by adding a short summary so both AI assistants and journalists quickly understand the news value.
The next step is to pitch your press release properly. Here’s our step-by-step guide to doing just that: Pitch your news like a pro and get the media to buy it .
Now you know how to write your press release in 2026 compared to before, to increase the chance that the media will pick up on it.
Good luck with your next mailing!