How to write a health press release journalists will open

A health press release earns coverage when it reads like a story a journalist could publish, not a brochure — a clear newsworthy hook, the evidence to back it, and everything a reporter needs to write the piece. Most releases fail because they lead with the brand instead of the news. Here’s how to write one that gets opened and used.

What makes the subject line work?

The email subject line decides whether your release is opened at all. Make it the headline a reader would click: specific, newsworthy, and free of jargon and hype. Lead with the finding or the angle, not “Press release” or your company name. Test it by asking whether a journalist would forward it.

How should the release be structured?

Front-load the news: a strong headline, a first paragraph that answers who, what and why-it-matters, then supporting detail, a usable quote from a named expert, the data and its source, and clear notes-to-editors with contact details and image links. Keep it to a page. A journalist should be able to write their story from your release alone.

What claims should you avoid?

Anything you can’t substantiate, anything implying a product treats or cures a condition without the appropriate licence, and superlatives you can’t prove. In regulated categories, run claims past your compliance guardrails before sending — a release that triggers an ASA or FTC issue damages the relationship and the brand.

What turns a release into actual coverage?

The release is the starting point, not the whole job. Pair it with a personalised pitch to the right journalist, offer an exclusive where it makes sense, and provide ready-to-use assets. The brands that get covered make the reporter’s job effortless. Before you send, run it past our press release dos and don’ts.