Introduction
So this is a question I hear more often than not: “We sent out the press release… Why did it not get enough coverage?
In most cases, the assumption is that the PR agency is not doing their job right, or it was not sent to editors, or the publications did not have space. I mean, it sounds straight forward. The content is ready, the announcement is important, and all that’s needed is distribution.
But more often than not, when the client sends in the press release, the problem isn’t the media. It’s the release itself.
“Can You Just Send This Out?”
I’ve worked with multiple clients who come to us with fully written press releases, expecting them to be circulated to the media as-is.
From their perspective, it makes sense, it makes sense. They’ve taken the time to write it, they know their business, and they want to move quickly. But PR doesn’t work like a mailing list. Sending a release without refining it doesn’t increase its chances of being published, it usually does the opposite. Some clients don’t want to see refinements, and then they ask why their story isn’t gaining traction in the media.
The Reality
The reality is that client-written press releases are not structured in a way that media can use. They tend to be overly promotional, focused on internal achievements, filled with brand heavy language and lack a clear newsworthy angle. To make matters worse, some businesses want their logo to be the header image in their article.
What feels like a strong announcement internally often reads like marketing copy externally. And the media doesn’t publish marketing copy. They reserve those who want to pay the hefty advertising prices.
A common pattern we see is that press releases sound like advertisements. While this works in advertising or social media, it doesn’t work in PR. Journalists are not looking to promote brands, they are looking to tell stories that matter to their audience. If a release feels like a sales pitch, it is very likely to be ignored.
Distribution Is Not the Solution
There’s a misconception that getting coverage is simply about sending a press release to enough people.
In reality, distribution without strategy can damage credibility. If media outlets repeatedly receive irrelevant or overly promotional content, they begin to disengage, not just from the release, but from the brand itself.
PR is not about volume. It’s about relevance.
What needs to change
For a press release to work, the approach should shift from “what we want to say” to “what is worth saying.” This means identifying a genuine story angle, removing promotional language, adding context and relevance and aligning the content with how the media actually reports.
Sometimes this means rewriting the release entirely. Not because the information is wrong, but because the framing is.
Conclusion
If your press release isn’t getting coverage, the issue is rarely access to media. More often, it comes down to how the story is framed and whether it offers value beyond the brand itself.
Because in PR, getting published isn’t about how much you send out. It’s about whether what you’re sending is worth publishing. Promotional material is reserved only for advertisers.
At Good PR, we work closely with brands to develop press releases that are not just written, but strategically positioned for media relevance and credibility.
If you’re unsure whether your press release is ready for publication, it’s worth taking a step back before hitting “send.”
By Shevan Gomis
Senior PR & Digital Associate
GOOD PR PVT LTD
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