Press releases vs pitches

0:00 Press releases vs pitches

Here's a common misunderstanding that costs companies real money. We'll put out a press release on a big wire service, and that'll build links. It won't, at least not the way people hope. Syndicated release pages are typically nofollowed or not indexed, and Google has long treated links in widely distributed releases as not passing ranking credit. So what is a press release for? And when should you write a personal pitch instead? In this lecture, you'll learn the difference, how to write both well, how embargoes and exclusives work, and how to turn one announcement into a release plus tailored pitches.

0:44 Two tools, two jobs

Why does the distinction matter? Because they're two different tools for two different jobs. A press release is a formal, complete announcement in news style, for many outlets, newswires and your newsroom page. A pitch is a short, personal email proposing a story angle to one journalist or a small segment. Think of it like a public notice on a town hall board versus a personal invitation. The notice is official, complete and for everyone. The invitation is short, personal, and says why this particular person should come. Most data stories and expert commentary need invitations.

1:26 When a release fits

When is a press release the right choice? Funding rounds, acquisitions, leadership appointments and financial results. Official responses where exact wording matters, like legal or crisis statements. Regulated sectors that need a public, formal record. And major launches where you want a canonical, quotable source on your newsroom page. What's a release worth in search terms? Mostly visibility. Journalists and the public may see it and write original coverage, and that original coverage is what earns links and mentions. Treat the wire as a megaphone, not a link-building machine.

2:05 Writing a release

Writing a release. Start with the dateline: city, country and date, and if embargoed, the exact time and time zone. A clear, factual headline, around twelve words or fewer. A subheadline adding the key detail. A lead paragraph covering who, what, when, where and why in one or two sentences. Then the most important supporting detail. A quote from a named spokesperson that adds opinion and meaning, not repetition. Further detail, like availability or methodology. An about section of fifty to eighty words. And media contact details. Keep it to one page, and skip superlatives like world-leading unless you can prove them.

2:49 Writing a pitch

Writing a pitch. The subject line is the headline you imagine them running. Then a one-line hook: why this matters to their readers now. Three bullet findings or key facts, specific and verifiable. What you can offer: full data, an expert interview, images, local cuts, maybe an exclusive. One link to the landing page, no attachments. And a signature with a direct phone number, because journalists on deadline call. Keep it under about a hundred and fifty words. And personalize it. A sentence showing you've read their recent coverage is worth more than any clever phrasing.

3:31 Embargoes, exclusives, newsroom

Embargoes and exclusives. An embargo lets journalists prepare a story before a set publication time. Use them for significant data or news, state the time zone clearly, send only to journalists you trust, and never punish a journalist for your own unclear terms. An exclusive gives one outlet a reason to prioritize your story. Be precise about what exclusive means: first to publish, or the only outlet, and for how long. After it runs, pitch wider media with a fresh angle. And keep a newsroom page on your site with releases, a media kit, logos, spokesperson bios and contact details.

4:14 Worked example 1: property data pitch

Worked example one, simple. A Dubai property data firm has new analysis of rents and salaries. Instead of a press release, the team writes a pitch to a property reporter. Subject line: rents in Dubai Marina rose faster than salaries for young professionals, analysis shows. A hook tied to new-year lease renewals. Three specific findings from the analysis. Full data, methodology and city charts at one link. And the head of research available for interview today, in Arabic or English. It's short, personal and useful. Most importantly, every finding in it matches the actual analysis.

4:55 Worked example 2: funding round (illustrative)

Worked example two, a business scenario with illustrative details. A logistics software company in Riyadh closes a funding round. They publish a formal release on their newsroom page and a wire service, because exact wording and a public record matter. Then they write three separate pitches from one fact sheet. A trade pitch on what the funding means for last-mile delivery in the region. A Riyadh business reporter pitch on local jobs and expansion. And a UK regional pitch, because their engineering team is in Leeds. The release gets pickups. The pitches get the original stories, and the links.

5:38 Watch me do it: fact sheet → drafts → edit

Watch me do it. I start with a fact sheet, not prose. What happened in one sentence, no adjectives. Date and time zone. Numbers, each with a source. The spokesperson and one genuine opinion. Why it matters to customers, the industry and a local community. Assets and the contact. Then I ask an AI assistant to draft a release and three short pitches, using only those facts, marking any gap as need, and adding no numbers, claims or quotes. I check every sentence against the fact sheet, replace the quote with the spokesperson's real words, and add a line to each pitch about the journalist's recent article.

6:25 One announcement, several stories

Let's talk about segments, because one announcement is rarely one story. National consumer desks want impact on everyday life. Business desks want numbers and what they signal about the market. Regional outlets want the local angle: jobs, customers, a named city. And trade publications want what it means for their industry, including the operational detail everyone else ignores. So write one pitch per segment, each with its own subject line and first sentence. Time your sends for each segment's local morning, and remember that working weeks differ between the Gulf, the UK and the US. Then track which segment responds, so the next campaign starts smarter.

7:11 Common mistakes and measures

Common mistakes. Using wire services to build links. Sending the full release as a pitch, with no personalization. Headlines full of jargon. Burying the news in paragraph four. Unclear embargo times. Attachments instead of a link. And sending AI-written pitches unedited. Journalists spot generic drafts quickly, and many simply ignore them. How do you measure success? Track replies and coverage per segment, and the ratio of pitches sent to pieces of coverage. When that ratio falls, it usually means better targeting, not just better writing.

7:48 Recap and try this now

Let's recap. Press releases are formal announcements, valuable for visibility and the public record. Their wire links typically pass no ranking credit. Pitches are personal story proposals: a headline-style subject line, a hook, three specific facts, an offer, one link and a direct phone number. Use embargoes and exclusives deliberately, and maintain a newsroom page. Draft with AI from verified facts only, then edit like a human. Try this now. Take one company announcement. Write a fact sheet, then a press release and three personalized pitches for three different types of journalist.