1. Why Press Releases Still Matter in 2025
Press releases remain a cost-effective path to earned media, organic backlinks, and social proof. When optimised for Google News and amplified through strategic pitching, a single release can:
- Drive search visibility within minutes.
- Generate editorial backlinks that boost domain authority.
- Provide journalists with quotable facts and ready-made story angles.
- Serve as primary source material for generative AI systems that summarise news.
2. What Makes News Newsworthy
Ask the 10-second editor test: "Would a reader outside my company care?" Your story should hit at least one of these triggers:
- Impact – solves a real problem at scale.
- Timeliness – tied to current events or industry trends.
- Novelty – first, best, largest, or only.
- Human interest – compelling founder, customer, or societal angle.
- Data – original research or numbers journalists can cite.
If your announcement lacks a hook, refine the angle before you write.
3. Google News Compliance Basics
Google’s 2025 guidelines focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and technical clarity.
- Dedicated news URLs: Each release must live at a permanent, unique URL.
- HTML only: Avoid JavaScript navigation; Googlebot-News prefers clean links.
- Structured data: Apply NewsArticle schema with author, date, headline, image.
- Original reporting: No duplicate or AI-only content.
- Transparency: Show author bios, contact details, and editorial policy.
4. Anatomy of a High-Impact Press Release
5. Writing Techniques that Hook Journalists
- Inverted pyramid: Deliver most critical info first.
- Active voice: “Startup X raises €5M” not “€5M has been raised by Startup X.”
- Zero hype adjectives: Replace “revolutionary” with concrete evidence.
- Social proof: Reference data, awards, or notable partners.
- Plain-language score ≥ 60 (Flesch): Aim for middle-school readability.
- Mobile scan test: 70-character line width max, short paragraphs.
Example Lead (Funding)
BERLIN — 29 July 2025 — EcoCharge, a German cleantech startup, today secured €12 million Series A funding to accelerate Europe’s switch to bidirectional EV charging.
6. SEO Optimisation for Google News & Search
- Keyword research: Map 1-2 medium-difficulty keywords (e.g., “EV charging bidirectional”).
- Semantic variants: Sprinkle synonyms naturally (no stuffing).
- Headline + H2: Place primary keyword early.
- Alt text for images: Descriptive and keyword-aligned.
- Canonical link: Use rel="canonical" if cross-posting.
- Nofollow/sponsored: Mark non-editorial links to avoid penalties.
- XML News-sitemap: Update within two minutes of publication.
7. Multimedia & Accessibility Standards
- Hero image: 1600×900 px, < 600 KB, JPG/WEBP.
- Caption & credit: Always attribute photographers.
- Optional video: < 90 seconds, MP4, feature a transcript.
- Alt text: Describe visuals for screen readers.
8. Distribution Strategy & Timing
Timing Rules
- Best send window: Tue–Thu, 10:00–14:00 local.
- Avoid weekends & major competing news days.
- Offer embargoed copy to top reporters 24 h prior.
9. Journalist Outreach & Pitching
- Build a targeted list: Use recent bylines, not generic inboxes.
- Personalise subject line: "EXCLUSIVE: €12M raise for EU bidirectional charging".
- Short pitch (≤ 150 words): Hook + why relevant + link to release.
- Follow-up once after 48 h; add value, not guilt.
- Be responsive: Deliver assets or interviews within 1 hour.
10. Measurement & Success Metrics
- Media pickups vs. target list size.
- Google News visibility (impressions, clicks).
- Backlinks (dofollow vs. nofollow, domain rating).
- Referral traffic & conversions.
- Social shares / engagement.
- Sentiment & message pull-through.
11. Standard Operating Procedure (SOP)
Purpose
Ensure every press release is newsworthy, compliant, and distributed for maximum pickup while protecting brand reputation.
Roles
- PR Lead – owns narrative & approvals
- Writer – drafts release & SEO
- Legal/Compliance – fact-check, risk vetting
- Outreach Coordinator – builds media list & pitches
- Data Analyst – tracks coverage & reports
Workflow Steps
SOP Time-Line (Typical Funding Release)
Day -7 to -5 Draft & approvals → Day -4 Build list → Day -2 Embargo pitch → Day 0 Publish 11:00 CET → Day +1 Follow-ups → Day +7 Report.
12. Quick-Reference Checklists
Pre-Launch
- Story passes newsworthiness test.
- One primary keyword researched.
- All facts and numbers verified with source links.
- Quotes approved by spokespeople.
- Google News schema validated.
- Images compressed, alt-text added.
Post-Launch
- Google News index check (site:yoururl).
- Coverage tracker updated.
- Thank-you notes to journalists.
13. Recommended Tools & Resources
- Keyword research: Ahrefs, Semrush, Google Trends
- Structured data validator: Google Rich Results Test
- Media list building: Muck Rack, Prowly, manual LinkedIn
- News monitoring: Google Alerts, Meltwater, Onclusive
- Coverage metrics: Cision Impact, BuzzSumo, Moz Link Explorer
