Why Getting Your Press Release to Journalists Is Harder Than Writing It

Writing a press release can feel like the hard part, until you hit “send” and hear… nothing. No reply. No questions. No coverage. Just the soft sound of your confidence gently sliding off the table.

Here is the reality: for many small businesses, getting a press release in front of the right journalist, at the right time, in a way that gets noticed, is harder than writing the release itself.

That does not mean press is impossible. It means distribution and outreach have their own rules, and most entrepreneurs are not taught those rules. Here we break down why getting your press release to journalists is so challenging, and what you can do to improve your odds without turning PR into a full-time job.

Journalists Are Drowning In Pitches

If you have ever felt overwhelmed by email, imagine an inbox where every message is someone asking you to do more work, often with vague details and a side of entitlement.

That is what many journalists deal with. Their inboxes are filled with:

• PR pitches from agencies representing big brands
• Automated press release blasts
• Irrelevant outreach from people who did not read their work
• Follow-ups that range from polite to borderline haunted

So when your release arrives, it is competing with a mountain of noise. Even good stories can get buried.

The Implication For Small Businesses

You are not just trying to write a good release. You are trying to break through attention scarcity. That requires relevance and clarity, not volume.

Most Press Releases Are Not Actually Relevant

This is a tough one, but it is important. Many press releases are technically “announcements,” but they are not news for the outlet’s audience.

A journalist covers a beat. That beat could be local business, tech, food, healthcare, retail, startups, or community events. If your release does not match their beat, it is ignored, even if your business is doing something great.

Relevance Beats Quality

A perfectly written release that does not fit the outlet’s audience will lose to a slightly messy pitch that is a perfect fit. Journalists choose stories based on audience interest and editorial priorities, not writing style.

Timing Is Often The Real Gatekeeper

Even relevant stories can fail because of timing. Journalists are juggling deadlines, planned features, breaking news, and editorial calendars.

Why Timing Works Against You

• Your email arrives during a major news cycle and gets buried
• You pitch too late for a calendar listing or event coverage
• The journalist already wrote a similar story last week
• Your “news” is not time-sensitive, so it feels easy to skip

Press is partly about being good, and partly about being the right story at the right moment.

Deliverability: Your Email Might Not Even Land

Here is an unglamorous truth: sometimes journalists never see your pitch because it does not reach their inbox.

Common deliverability issues include:

• Emails flagged as promotional or spam
• Attachments triggering filters
• Overly salesy subject lines
• New domains with low sending reputation
• Mass email tools that look like bulk outreach

This is one reason distribution services can help. They can place releases in systems journalists monitor, rather than relying on your email successfully slipping through the cracks.

Journalists Prefer Stories, Not Documents

Small businesses often send a press release as if the release itself is the story. Journalists often see it differently.

To a journalist, a press release is a starting point. They want to know:

• What is the angle?
• Why does this matter to my audience?
• What is the broader context?
• Is there an interview or data behind this?

If you send a release without offering anything beyond it, you may miss the opportunity to turn your announcement into a story.

Small Businesses Usually Lack A Media List

Agencies and experienced PR pros have lists, tools, relationships, and routines. Small businesses often have… hope and a Google search.

Building a good media list takes time. You need to identify:

• Which outlets cover your niche
• Which writers cover your specific topic
• How those writers like to receive pitches
• What they have covered recently

Without that homework, most pitches will be misaligned, which leads to silence.

Editors And Journalists Are Risk Managers

People assume press is about finding “cool stories.” It is also about avoiding mistakes. Journalists need to protect their credibility, which means they favor stories that feel verifiable and safe to publish.

What Reduces Perceived Risk

• Clear facts and proof points
• Specific details like dates, locations, and outcomes
• Third-party validation (awards, partnerships, data)
• A responsive contact who can confirm information quickly

If your release is vague or overly promotional, it increases perceived risk, and the journalist moves on.

How Small Businesses Can Improve Their Odds

Now for the part you actually want: what to do about it.

Lead With Relevance In The Subject Line

Subject lines that work tend to be specific and clear. Include location, industry, and the outcome when possible.

Example: “Milwaukee Startup Launches Same-Day Bookkeeping App for Freelancers”

Pitch A Short List, Not Everyone

Do not blast 200 journalists. Pick 5 to 15 perfect-fit outlets. Personalize each pitch with one line that proves you know their work.

Offer An Interview Or Extra Angle

Give the journalist a reason to engage. Offer:

• A quick interview with the founder
• Customer story access (with permission)
• Data or trend insight tied to the launch
• Local impact details

Make It Easy To Use

Link to your release and a landing page with photos. Keep the pitch email short. Provide bullet-point key facts.

Follow Up Once, Politely

A single follow-up after a few business days is normal. Multiple follow-ups can backfire fast. If you do not hear back, move on and focus on your next story.

Use A Hybrid Strategy

Many small businesses do well by combining distribution with targeted outreach. Distribution increases discoverability and creates a credibility trail. Outreach targets the perfect-fit outlets where deeper coverage is possible.

A Realistic Mindset: Press Is A System, Not A Lottery Ticket

Getting your press release to journalists is harder than writing it because it involves attention, relevance, timing, and trust. None of those are fully under your control.

But you can build a system that improves your odds over time:

• Focus on newsworthy milestones
• Write clear, factual releases with proof points
• Build a small media list in your niche
• Pitch respectfully and relevantly
• Reuse every win as a credibility asset

When you treat PR as a repeatable process, silence stops feeling personal. It becomes feedback. And eventually, the right story lands in the right inbox at the right time, and that is when press stops being frustrating and starts being useful.

Frequently Asked Questions

Why Do Journalists Ignore Press Releases?

Most often because the release is not relevant to their beat, the hook is unclear, the timing is off, or the email never gets noticed in a crowded inbox. Overly promotional language can also reduce pickup.

Is It Better To Use A Distribution Service Or Pitch Directly?

Both can work. Distribution can increase reach and discoverability, while direct pitching can increase relevance and lead to deeper coverage. Many small businesses get best results with a hybrid approach.

How Many Journalists Should A Small Business Pitch?

Start with a small list of perfect-fit outlets, often 5 to 15. Personalization and relevance matter more than volume.

How Soon Should I Follow Up On A Pitch?

A polite follow-up after a few business days is common. If you do not hear back after one follow-up, it is usually best to move on and focus on your next opportunity.