Each shift, a towering stack of press releases landed on my desk. We’re talking hundreds of them, all screaming for attention. Most went unopened. Some got skimmed. But one day, something caught my eye.

My mom’s name. Right at the top of the page.

She was handling PR for a local museum and had pitched a story.

And instead of doing the obvious — reading it, evaluating it, or you know, acting like a professional — I saw her name, rolled my eyes, and tossed it straight into the trash.

Why?

Because I was mad at her. Some typical parent-kid drama. I don’t even remember what it was about. But I do remember that moment. That satisfying little whoosh as the paper hit the can. No second thoughts.

Here’s the kicker…

Her pitch? It was about a rare Picasso exhibit that had just arrived in our tiny little town.

Yep. Picasso. In Upstate freaking New York.

A golden opportunity for local media. The kind of story that lights up phones, emails, and newsroom group chats.

But we missed it. Because I didn’t even read the headline. I judged it by the sender  not the story.

And it haunted me.

The Human Side of Journalism

Fast forward to today, and I work with nonprofits, helping them tell their stories, build visibility, and (hopefully) land some front-page love. And guess what?

That college mistake follows me everywhere.

Because it taught me something I wish more people understood:

Journalists are human. Tired, overworked, and underpaid humans. They’re juggling stories, navigating office politics, and filtering mountains of information every single day.

And yes, they’re biased. Not in a malicious way, but in the human way. They make snap judgments. They skim. They prioritize based on who they know or what grabs their attention first.

So when I reviewed a nonprofit’s press release the other day and saw the contact info front and center?

Boom. Flashback.

And just like back then, I didn’t read any further.

Lead With the Story — Always

Here’s the thing: most press releases are written backwards.

They lead with:

• Contact information
• The org’s name
• Job titles
• A dry mission statement
  
  

And only then (way too far down) do you get to the actual story. The thing that could make someone care.

But if your headline doesn’t hook a reporter in the first five seconds? You’re toast.

Think about it this way:

Journalists aren’t waiting for your story. They’re filtering out stories.

Your job? Don’t give them a reason to skip yours.

How to Write a Press Release That Actually Gets Noticed

If you want to turn your press release into a front-page opportunity, you’ve gotta rethink the structure. Here’s how to do it:

1. Start with a Killer Headline

Use action verbs. Be specific. Trigger emotion or curiosity. Make it impossible to ignore.

Example:
Wrong: “Local Museum Announces New Exhibit”
Better: “Rare Picasso Masterpiece Comes to Small-Town Museum for Limited Time”

2. Lead With the Hook

The first sentence should tell me why this matters now. What’s the impact? Why should I care today?

3. Keep the Contact Info at the Bottom

Yes, it’s important. But it shouldn’t be the first thing people see. If your story’s compelling, they’ll find a way to reach you.

4. Use Quotes That Add Value

Avoid bland statements like: “We’re excited to announce…”
Instead, offer insight, emotion, or context that only your team can give.

5. Include Multimedia When Possible

A stunning image or short video link can double your chances of coverage.

One more thing: most press releases are tossed. And honestly, it’s not because your story isn’t good. It’s because you buried the good part under a pile of fluff and formalities.

When I think back to my mom’s press release, I can’t help but wonder, would I have read it if she’d led with “Picasso painting lands in Upstate NY”?

Probably.

It wouldn’t have fixed our little family feud, but at least the story would’ve had a shot.