A great press release isn’t just about what you say—it’s about how you say it.
Journalists don’t have time to dig through paragraphs of fluff to find the news. If they can’t get the key details in the first few seconds, they’ll move on.
That’s where the inverted pyramid structure comes in.
This simple but powerful writing format is the secret to getting your press release noticed, read, and published.
What is the Inverted Pyramid?
The inverted pyramid is a journalistic writing style that puts the most important information first.
- 🏆 Top (The Lead) – The most newsworthy details, answering who, what, where, when, why, and how.
- 📖 Middle (The Details) – Supporting facts, background, and context.
- 📌 Bottom (The Extras) – Quotes, company background, and additional info.
This structure is designed for speed—helping journalists scan quickly and get the key information without having to dig for it.
Why It Works (And Why Journalists Prefer It)
- Journalists are time-poor.
- Newsrooms are stretched thin. Many journalists are writing multiple stories per day.
- They don’t have time to hunt for the story in a press release.
- It mirrors how news is written.
- The inverted pyramid is how journalists write news articles.
- If your press release is already structured like a news story, it’s more likely to get used as-is.
- It works for online reading.
- Studies show 79% of people scan online content rather than reading it word for word.
- If your press release buries the key details, readers (and journalists) will move on.
How to Structure a Press Release Using the Inverted Pyramid
- The Lead (The Most Important Info Upfront)
This is the first sentence of your press release—and it needs to grab attention immediately.
✅ Clearly state the news.
✅ Include the who, what, where, when, why, and how.
✅ Make it compelling—but not overhyped.
Example:
🛑 Bad: A groundbreaking and revolutionary new innovation in coffee is about to change the way New Zealanders drink their morning brew.
✅ Good: Coffee Supreme has launched New Zealand’s first drip bag pour-over coffee, bringing a café-quality experience to home brewers.
- The Details (Supporting Information & Context)
Once you’ve hooked the reader, provide more detail.
This section should:
✅ Back up the lead with key supporting facts.
✅ Explain why this is relevant or important.
✅ Provide data or context if needed.
Example:
“Drip bag coffee has surged in popularity overseas, particularly in Japan and the US. Coffee Supreme’s new product is the first of its kind in New Zealand, offering an easy way for coffee lovers to enjoy a high-quality pour-over brew without the need for specialised equipment.”
- Quotes (Make It Personal & Engaging)
Journalists need quotes to bring a story to life—but most press release quotes are boring.
✅ Make quotes emotional, opinionated, or insightful.
✅ Avoid corporate jargon.
✅ Make sure they actually add something to the story.
Bad Quote:
“We are excited to launch this new product, which we believe will be a great addition to our coffee range.”
Good Quote:
“New Zealanders love café-quality coffee, but until now, there hasn’t been an easy way to replicate that experience at home. Drip bag coffee is huge overseas, and we’re excited to be the first to bring it to Kiwi coffee lovers.”
- The Background (Wrap It Up & Add Extra Info)
Now that the core story has been told, finish with any additional details:
✅ Background on the company or product
✅ How to buy or access the product/service
✅ Any relevant links, images, or further resources
Example:
“Coffee Supreme was founded in 1993 and has grown into one of New Zealand’s most respected coffee brands, with cafés and roasteries in New Zealand, Australia, and Japan. The new drip bag coffee range is available from today at all Coffee Supreme cafés and online at coffeesupreme.com.”
Common Mistakes to Avoid
🚫 Burying the lead. If the most important info is hidden in paragraph three, it’s too late.
🚫 Writing like an ad. PR is about news, not marketing copy. Keep it factual and interesting, not overly salesy.
🚫 Forgetting contact details. If a journalist wants more info and there’s no media contact listed, you’ve wasted the opportunity.
Final Thoughts: Why Structure Matters
A well-structured press release makes it easier for journalists to say yes.
- The inverted pyramid saves them time.
- It increases the chances of your release being used word-for-word.
- It ensures your key message gets across—even if they only read the first sentence.
Want more media coverage? Write like a journalist, not a marketer.
🚀 This wraps up the series—unless there’s another topic you’d like to cover next!
Let me know if this one needs any tweaks!