How to Write a Press Release That Gets Picked Up by Indian Media
At Wing Communications, we believe every brand has a story worth telling—and the Indian media is the perfect stage to amplify it. With over 400 million newspaper readers (source: Indian Readership Survey 2019) and a digital news audience growing by 20% annually (source: Reuters Institute India Digital News Report 2023), India’s media landscape is a goldmine for savvy PR. But here’s the catch: journalists receive hundreds of press releases daily. How do you make yours the one they can’t ignore? Drawing from our expertise and industry best practices, here’s your playbook to crafting a press release that wins coverage.
1. Hook Them with a Headline That Pops
Your headline is your billboard. A 2022 study by BuzzSumo found headlines with numbers or hyper-local hooks get 36% more clicks. In India, this rings true.
Example: Pune Startup Raises ₹100 Cr to Train 5 Lakh Youth by 2026
It’s specific, ambitious, and ties into India’s youth employment narrative—a hot topic for outlets like The Economic Times.
2. Lead with Impact, Not Fluff
PR pros know the inverted pyramid rules: the first 50-70 words must deliver the Who, What, When, Where, and Why. Indian media craves stories with scale or stakes. Take Wing Comm’s campaign for a Bengaluru edtech client: “EdTech Innovator Launches Free Coding Classes for 1 Lakh Rural Students” led to features in YourStory and Deccan Herald. Why? It hit the sweet spot of education and social impact.
3. Localize for Relevance
India’s diversity is its strength—and your opportunity. The WAN-IFRA India 2023 Report notes regional language media reaches 60% of India’s population. A press release about a Chennai factory opening? Highlight “500 jobs in Tamil Nadu” for Dinamalar. Announcing a sustainability initiative in Gujarat? Pitch “20% less water usage for farmers” to Gujarat Samachar. Local angles win.
4. Leverage Data That Demands Attention
Stats are PR gold. A 2021 Cision State of the Media Report found 78% of journalists prefer pitches with data. In India, this is amplified.
Example:
Delhi EV Startup Cuts Carbon Emissions by 15,000 Tons, Targets 50 Cities
Pair this with a stat from NITI Aayog’s EV Report 2023—India aims for 30% EV adoption by 2030—and you’ve got a story Business Standard can’t resist.
5. Humanize with Authentic Quotes
Quotes add soul. PR best practice? Keep them short, real, and tied to the narrative. Avoid “We’re excited” clichés.
Example: This app saves fishermen ₹5,000 monthly on fuel, says Ramesh Naik, a Goa user of SeaTech’s platform.
Tested in Wing Comm coastal tech campaign, this approach landed coverage in The Navhind Times.
6. Package It for Instant Use
Journalists are stretched thin—make their lives easier. Include:
- Multimedia: A high-res photo or infographic (e.g., India’s 5G rollout map). Studies show releases with visuals get 77% more views.
- Boilerplate: “Wing Communications is a PR powerhouse helping Indian brands break through the noise. Learn more.”
7. Time It Strategically
Timing is everything. The 2023 PRCA Asia-Pacific Report found 62% of journalists prefer morning pitches. In India, 8-10 AM IST beats the midday rush. Avoid clashing with big news—unless you’re tied in. A Wing Comm client launched a health app during monsoon season, tying it to dengue prevention, and scored NDTV airtime.
8. Follow Up with Finesse
A PR Week survey found 53% of journalists welcome a single follow-up. In India, WhatsApp reigns—try: “Hi, saw our release on X? Happy to chat!” One nudge keeps you top-of-mind without crossing into spam.
Bonus: Tap Digital and Vernacular Power
Digital media like The Quint (30M monthly visitors, SimilarWeb 2024) and vernacular giants like Dainik Bhaskar (45M readers, IRS 2019) are untapped goldmines. A bilingual release—English + Hindi or Telugu—doubles your shot. Wing Comm’s dual-language pitch for a rural startup hit Eenadu and Inc42 in one go.
The Wing Comm Difference
Crafting a press release isn’t just about words—it’s about strategy. At Wing Communications, we’ve turned startups into headliners and ideas into movements by blending data, storytelling, and timing. Ready to see your story on India’s front pages? Let’s talk.
