Here Are Five Ways Businesses Can Create Media Releases That Make Readers Click

You’re sitting or standing at your desk, and you have to get this one free media release, press release, or media release out to the public. Your organization is excited about its sustainability and environmental initiatives, highlights its top employees and team members, and makes it known that their brand means something.

You have so many thoughts on how to get this done and convey the successes and goals your team has in mind. But what can you do to make the information sing and stand out for coverage or distribution?

Here are 5 tips that you can take that are universal for the things you publish. And it’s more than good search engine optimization practices (start there and read the rest).

✅ Write your headlines with clear, impact-driven headlines: Use powerful, specific language that highlights actual outcomes. Instead of Company Launches Green Initiative, go with something like XYZ Co. Cuts 20 Tons of Carbon Emissions with New Solar Program. Journalists and readers want to know what changed and why it matters.

✅ Avoid acronyms, corporate speak, and equally questionable greenwashing buzzwords: This does not mean not using the words that make sense, just phrases and words that are too much inside baseball. Be clear and transparent about what’s been achieved and what still needs work. Avoid vague phrases like eco-friendly or going green unless they’re clearly defined. Journalists (and readers) are increasingly savvy and skeptical. Remember: authenticity wins.

✅ Showcase and celebrate the people behind the company’s initiatives: Prove to external stakeholders how your organization is living the brand. Highlight employees, community members, or partners involved in the project. A story about a factory worker helping to implement a recycling program or a community benefiting from a clean water initiative adds emotion and relatability, making the release more engaging and newsworthy.

✅ Back your reporting up with digestible & accurate data: It’s imperative to include measurable results — emissions reduced, waste diverted, energy saved—but avoid data overload. Consider using bullet points or dynamic interactive infographics to communicate the impact efficiently. This adds credibility and makes the release more shareable and media-friendly.

✅ Create content that journalists & tastemakers want to amplify: Include high-quality, downloadable, and credible visuals (photos, charts, videos), executive quotes, and links to full sustainability reports or third-party verifications. Also, add media contact info and social handles so they can follow up easily or tag the company in stories.

Take these tips in stride and best of luck on all those pageviews!

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Whether you’re a seasoned pro or writing your first media release, we have the 3BL Communications Toolkit is your go-to resource for creating compelling, credible, and click-worthy content. Click here to download and share with your communication stakeholders.