Press releases are a vital tool for businesses looking to get their message out to the media. However, in a world inundated with information, it's crucial to create press releases that stand out and capture the attention of journalists.

Both Adrien and I (co-founders of Payper) are former journalists, so we understand the importance of a well-crafted press release. In this post, we'll dive into the eight things New Zealand journalists really want in a press release, drawing from their expertise.

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The Story in a Sentence

The opening line of your press release is your make-or-break moment. Journalists are often inundated with releases, and if your opening sentence isn't compelling, it might be the only thing they read.

Make sure it clearly conveys the core of your story and entices the reader to learn more. For example: "New Zealand's leading spirits distillery has hit a major milestone, selling more than 100,000 cases of product in the 2023 financial year."

When we announced Contented's $4.1 million seed funding round, we led with: "Christchurch AI startup Contented has announced the successful close of a $4.1M seed funding round." Clear, newsworthy, immediate.

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An Interesting Angle

Every story needs an angle that piques interest. What makes your story unique? Is there a compelling narrative behind your product, service, or company's journey? Journalists are on the lookout for that 'wow' factor.

Think about how you'd explain your story to a friend; that's likely your unique angle.

For FTN Motion's Streetdog80 launch, we didn't just announce a new electric motorbike. We positioned it as New Zealand manufacturing taking on urban mobility challenges, with a locally-made alternative to imported transport solutions.

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Data

While a good story is essential, it becomes even more powerful when supported by quantifiable data. Data can provide credibility and context to your narrative. Be sure to include relevant statistics, surveys, or market research that backs up your claims.

When Evnex launched their E2 Flex charger, we didn't just say EV charging was growing. We included data showing that the average energy used per EV home charging session in New Zealand had almost doubled in four years, rising from 7.3 kWh in 2021 to 13.3 kWh in 2025.

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Catchy Quotes

Quotes add a human element to your press release and can bring your story to life. Avoid generic and dull quotes. Instead, aim for short, punchy, and impactful statements that provide insight or perspective. Quotes should add value to the story.

Bad quote: "We are excited to launch this new product, which we believe will be a great addition to our range."

Good quote: "This win is a real milestone moment for us both locally and internationally. It's a testament to our team's hard work and it's fantastic to see the world taking notice." (From Scapegrace's World Whisky Award announcement)

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One Page

Keep it concise. Journalists appreciate brevity. Your press release should ideally fit on one page. Be clear, to the point, and omit any unnecessary fluff. Make every word count.

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Company Details

Include essential information about your company, such as when it was founded, who the CEO is, and a brief overview of your business. This helps journalists understand your background and context.

For example, when announcing Sunergise's acquisition of Todd's Pacific operations, we included a timeline showing the company's evolution from 2010 to 2026, giving journalists the full picture.

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Photos, Photos, Photos

Visual content is incredibly important in the digital age. Include high-quality images, infographics, or any visuals that can enhance your story. Remember to caption them appropriately and provide image credits.

When we worked with Mons Royale, professional product photography and lifestyle shots of their merino wool apparel in action made the difference between a mention and a feature story.

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The New Zealand Link

Make sure to establish a connection with New Zealand. Journalists often prefer stories that have a local angle or impact. Highlight how your news is relevant to the local market and why it matters to New Zealanders.

Even when Scapegrace announced their Australian expansion, we made sure to emphasise that the spirits are crafted in Central Otago using glacial water and locally grown ingredients, reinforcing the New Zealand origin story.

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Putting It All Together

Crafting an effective press release is all about grabbing the journalist's attention and providing them with the elements they need to construct a compelling news story. Remember that journalists are busy professionals, so your press release should be a concise, engaging, and informative package that makes their job easier.

By adhering to these eight principles, you'll significantly increase your chances of getting your story noticed in the competitive world of New Zealand journalism.

Ready to get your story out there? Get in touch with us and let's craft a press release that gets results.