Do Journalists Actually Read Press Releases?

Short answer: yes. Longer answer: they read the subject line, the headline and maybe the first paragraph — and they decide in seconds whether to keep going.

So the real question isn't "do journalists read press releases?" It's "will a journalist read mine?"

How reporters actually use press releases

A journalist's inbox is brutal. Local reporters in Calgary often cover several beats at once, juggle deadlines all day, and get far more pitches than they could ever answer. Here's what they're scanning for:

Is this relevant to my beat? A business reporter doesn't want your recipe launch.
Is it local? Calgary outlets want Calgary angles.
Is it new? "New" means now, not three weeks ago.
Is there a story here, or just an announcement?

Releases that pass that scan become source material. A reporter might pull facts from your release, call your spokesperson for an interview, and write a completely different story than the one you imagined. That's a win.

Why most releases get skipped

Usually for boring reasons:

Sent to the wrong person
Headline says nothing
The news is buried
It reads like an ad

We go deeper on the media's side of this in Why Do Most Press Releases Get Ignored?

What gets a journalist to keep reading

A real headline. Specific, factual, interesting. "Calgary Bakery Hires 12 Newcomers Through Local Employment Program" beats "ABC Bakery Announces Exciting Community Initiative."

A first paragraph that tells the whole story. Who, what, when, where, why. If they only read that paragraph, they should have the news.

A human angle. Reporters write about people. Who is affected? Who changed? Who's the face of this story?

Proof. Numbers, dates, names. Not "significant growth" but "grew from three to 14 staff in 18 months."

Easy access. A real media contact who actually answers the phone.

For a full breakdown of what turns a read into coverage, see What Makes a Press Release Actually Get Picked Up by Media?

The release isn't the whole play

Here's the shift that changes everything: the release is a supporting document. The pitch is what gets read first. A short, personal email that says, "Hi Jordan, I saw your piece on downtown vacancy rates — we're opening in a former office tower in the Beltline next month. Release below if useful," gets far more attention than a mass email with an attachment.

Learn the pitch in How to Find and Pitch Journalists for Your Press Release.

Releases journalists love

Journalists genuinely appreciate releases that save them time:

Clean facts they can quote accurately
Names spelled correctly with titles
High-quality photos they're allowed to use
A quote that sounds like a human said it
Clear next steps (interview availability, event access)

Make their job easier and you'll stand out from most of the inbox. Want them to go a step further and share your news? Read How to Write a Press Release That Journalists Will Share.

So, are press releases dead?

No. They've just changed jobs. A release used to be the main event. Now it's the fact sheet behind the pitch, the SEO record on your site, and the source a reporter checks before calling you.

Write it for a busy reader with eight seconds to spare, and you'll do just fine.

Quick FAQ

Should I call a reporter to check they got my release? Usually not. Asking "did you get my email?" adds nothing and takes up their time. If you follow up, do it once by email, and add something new — a fresh detail, a photo opportunity or an interview slot. That gives them a reason to look again.

Want your news in front of the right reporter, not just any inbox? Blastily pitches with purpose. Start your Blast at blastily.com.