Inside the Newsroom: Details Matter — Give Reporters the Pertinent Information
This is part of our Substack series Inside the Newsroom: What Journalists Really Look for in Press Releases, based on interviews with journalists — including veteran reporters and editors — about how they evaluate press releases. Over the next several weeks, EIN Presswire will publish takeaways from those conversations.
Because of the constant flow of news, press releases can get buried in journalists’ and editors’ inboxes and in the newswires at times. Still, there are key details communicators can include to help their press releases stand out in a crowded PR landscape.
“There are many avenues of news bombarding media outlets,” some fake or AI generated, said Tammy Joyner, whose four‑decade career in journalism spans a wide range of publications, including a rare experience chatting with former President Jimmy Carter.
Often referred to as the inverted pyramid style, press releases should include the basics at the top: who, what, when, where and why, as well as how about the main subject.
“A good press release includes experts who would provide both sides of the argument about the topic being promoted,” Joyner said.
Joyner, a former editor and reporter whose work has appeared in top publications such as The New York Times, said a release that grabs attention “is properly vetted,” with evidence, background and data “that help differentiate the topic being introduced.”
“I want to know how this information is different, what would the audience want to know, how would it impact their lives or more importantly, make their lives better (or worse, if the topic involves harmful issues),” she added.
She also pointed to practical details that can make or break follow‑up. A clear point of contact with a direct phone number can determine whether a newsroom reaches out for more information.
“One of my pet peeves is news releases, websites, organizations and other entities that do not provide a contact person and phone number,” Joyner said. “To me, that is a total disregard for people’s ability to have access to someone to gain more information.”