In this solocast, On Top of PR host Jason Mudd dives into why most press releases fail and how to craft news releases that capture attention, clicks, and engagement.
Five things you’ll learn from this episode:
1. Five reasons your news release isn’t getting coverage
2. Understanding the move from “press releases” to news releases
3. Common mistakes that cause press releases to be ignored
4. How to write headlines and content that attract attention and clicks
5. Adopting an audience-first mindset to make your news releases effective
Quotables
“A journalist or reader is asking, ‘Why should I care?’ ‘Why now?’ and ‘Why does this matter now?’ And if you don't answer that in the first few lines of your pitch or your news release, you lose that audience.” — @jasonmudd9
“Safe content doesn't get shared; it gets ignored.” — @jasonmudd9
“Your content now competes in search, AI, and social feeds. Structure matters. You need clear headlines, direct language, and answer-driven content.” — @jasonmudd9
“Shift your mindset from ‘What do we want to announce?’ to ‘What would someone care [about], click, and share?’ Define your audience, validate your angle with data, and write like a journalist.” — @jasonmudd9
“Coverage isn't requested; it's earned. It starts with how you think about the story before writing.” — @jasonmudd9
If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.
Guest’s contact info and resources:
Listen to more episodes of the On Top of PR podcast.
Find out more about Axia Public Relations.
Axia Public Relations resources
1:1 consultations and training with Axia
10 2026 press release tips marketers aren’t going to like
Additional Resources:
What's the difference between press releases and public relations?
What’s the difference between newswire and press release distribution wire agencies?
How press releases are powering generative engine optimization and answer engine optimization
3 elements of an effective news release
11 tips to craft engaging press release headlines
Should you use a commercial newswire for news release distribution?
If you like this episode, you're going to love this:
Rethinking press releases with the rise of AI
- On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
- On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by Audiochuck Media Company.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com