A Press Release Should Tell A Story – Jim Kukral Speaker *Mindset *Lifestyle *Impact *Purpose

A Press Release Should Tell A Story

Great write up here outlining why press releases as we know them should die a slow death.

Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat-on-the-back phrases and meaningless quotes. Often they will contain quotes from C-level executives praising their customer focus. They often contain praise from analysts, (who are almost always paid or have a customer relationship.) And so on…

Press releases are created by committees, edited by lawyers, and then sent out at great expense through Businesswire or PRnewswire to reach the digital and physical trash bins of tens of thousands of journalists.

This madness has to end. It is wasted time and effort by hundreds of thousands of professionals.


A good press release tells a story. Plain and simple. If I’m a journalist, or a blogger, whatever, I want the release to give me the angle… to give me the story. Let’s face it, and I know this will make some journalists angry, but many of them are lazy and they simply want the story hand fed to them, with accompanying facts and figures.

A good release does that. It’s not about “launching a new company” or “we just passed 1 million sales”. Nobody cares about that stuff.

Instead, what does your new company do that solves a problem for a reader? What does it really mean to the industry that you’re in that you just passed 1 million in sales?

Online public relations is changing. I fully expect to see a more robust way to get your news releases into the hands and minds of the people who want it.

The question is… what exactly is that format going to be? If I had my choice, a release would look like this.


Video – No longer than 2-minute clip explaining press release

Summary paragraph

Quotes from executives/owners, etc…

Fact and figures and sources

Story ideas

Contact information

In that example, a journalist could then take all the pieces they needed and formulate a story from the pieces parts.

More here, and here.