How to Write a Press Release That Journalists Will Share

Getting a journalist to cover your story is a win. Getting them to share it — on their social feeds, in their newsletter, with colleagues at other outlets — multiplies that win.

Shareable stories have a few things in common. Here's how to build them into your release.

1. A surprising fact or number

Data travels. A finding that makes people say "wait, really?" gets reposted.

"Calgary small businesses spend X hours a week on admin, local survey finds"
"Local food bank sees record demand from working families"

Run a simple survey, analyze your own anonymized data or partner with an organization that has numbers. Always be transparent about your method.

2. A human story

People share stories about people. A founder who overcame something. An employee who did something remarkable. A customer whose life changed. Lead with the human, not the company.

3. A local hook

Local stories get shared within communities. Neighbourhood pride is powerful. Name the community — Bowness, Forest Lawn, Inglewood, Kensington — and show how the story affects people there.

4. A connection to a bigger conversation

Tie your news to what people are already talking about: affordability, housing, energy transition, AI, immigration and newcomers, small business resilience. Your story becomes part of something larger — and more shareable.

5. Great visuals

Stories with strong photos and short video clips get far more engagement online. Provide:

High-resolution photos (people, not just logos)
Short vertical video clips for social
Simple charts if you have data

6. A clear, quotable line

Give reporters a line they'll want to pull out and share. Not "We're thrilled" — something with an opinion or emotion. "Nobody should have to choose between rent and a dentist" is quotable.

7. Positive impact

Stories about solutions, kindness and community action often get shared more widely than routine business news.

8. Make sharing easy

Tag reporters when you share their story (they appreciate the boost)
Share coverage across your own channels
Send a thank-you note

Over time, this turns one-off coverage into relationships. See How to Find and Pitch Journalists for Your Press Release.

What kills shareability

Promotional language — see How to Write a Press Release That Doesn't Sound Like Corporate Bragging
No visuals
Jargon
Stories only insiders understand

Putting it together

A shareable release has: a striking headline, a human at the centre, a local angle, a surprising fact, strong visuals and one quotable line. Check your draft against What Makes a Press Release Actually Get Picked Up by Media?, and look at Press Release Examples That Actually Work for inspiration.

Shareability builds brand

Every share puts your name in front of new people. That's how coverage compounds into brand awareness — more in Press Release Best Practices for Building Brand Awareness.

Quick FAQ

Should I ask a reporter to share my story? Don't ask directly. Share it yourself, tag them and thank them. Good stories get shared naturally.

Do I need data to be shareable? No. A strong human story or a powerful local angle can travel just as far as a striking statistic.

Should I create content specifically for journalists to share? Yes. A short video clip, a striking photo or a simple chart is easy for reporters to post alongside their story. Make sure you have the rights to everything you provide.

Want a story people can't help sharing? Blastily finds the angle that travels. Start your Blast at blastily.com.