(833) 317-6278 Submitting a Press Release to The New York Times: A How-to Guide
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With 10.2 million digital subscribers, The New York Times is one of the most widely circulated publications in the world. That means press coverage in this prestigious paper is a golden ticket for many companies and organizations.
One way to get this sought-after coverage is by submitting a press release to the paper for a major newsworthy occasion.
Keep in mind, The New York Times won’t publish just any story they’re sent — it needs to be worth featuring and follow a specific format to receive any consideration at all.
In this guide, we’ll show you how to correctly format and submit a press release to The New York Times, increasing its chances of being accepted.
Here’s what’s covered:
- What The New York Times Considers “Newsworthy”
- How to Format a Press Release for The New York Times
- Submission Options for The New York Times
- How to Find Out if Your Press Release is Published
- How To Generate Other Media Coverage
Not sure your submission is New York Times ready?
Let us take a look! Book a consultation with one of our experts. We’ll check for newsworthiness and give you advice on New York Times submissions.
What The New York Times Considers “Newsworthy”
Press releases are official statements delivered to targeted media concerning major company or organization announcements. Their goal is to generate media coverage by providing crucial information about the major announcement and reinforcing why it’s worth talking about.
The key phrase here is “major announcement” — a press release for The New York Times needs to be a big story if it’s going to be considered newsworthy.
Some examples of major announcements that would fit a description like this include:
- New Product Launch
- Major Partnership
- New Funding Round
- New Market Expansion
- Significant C-suite Hire
- Major Merger or Acquisition
You should also familiarize yourself with the types of press releases that aren’t considered newsworthy, because — fair warning — wasting a publication’s time with an insignificant announcement won’t win favors.
In fact, any future press releases you send will likely be ignored. So, avoid sending unworthy press releases like:
- Sales Promotions
- Trivial Product Updates
- Non-C-suite Hires
How to Format a Press Release for The New York Times + Examples
Proper press release formatting is essential when writing any type of press release. Journalists have a set of standards and expectations for how press releases should look. With an industry-standard format, readers easily find the information they need.
Not adhering to this standard frustrates journalists and leads to your press release getting chucked at a glance.
To make sure this doesn’t happen to you, stick to the following outline with examples from a recent GU product launch press release that ticks all the boxes:
- Title: The first thing a reader sees should be specific and concise so they know exactly what they’re reading. It should also be enticing so they keep reading. Try to keep it under 20 words.
- First Paragraph: This is where the reader expects to find the most important information. Get straight to the good stuff and answer The 5 Ws (who, what, when, where, and why). Keep it straightforward and under 80 words.
- Second and Third Paragraphs: These paragraphs provide additional information that puts your announcement in a larger context. Relate it to current events, and explain why it’s happening now, who’s involved, and what it means.
- Quotes: It’s traditional for press releases to include at least one quote from someone involved, such as a board member, a CEO, or any senior-level manager. It should be short, inspirational, and showcase confidence in the announcement.
- Additional Paragraphs: Offer additional important info and conclude with some final words about what it means to the company or organization, and how it will affect things moving forward. Don’t exaggerate, and keep these paragraphs under 80 words.
- Boilerplate: A press release boilerplate covers basic information on the press release issuer. Think of it as an “About Us” section on a website. Explain the company’s history and mission in fewer than 70 words.
- Contact Info: Lastly, provide contact information for press inquiries. If your release succeeds in generating coverage, you may receive calls for further information.
Additional Tips
Here are a few more pointers to keep in mind while drafting your press release:
- Use Objective Language: Keep it factual, neutral, and objective. Press releases are intended to provide information, not sell something.
- Use Third Person: Press releases should always be written in the third person — quotes being the exception.
- Keep it Brief: Press release format typically allows for a single page of copy. If yours is any longer, you need to trim it down.
- Consider Your Audience: Think about who you’re writing for (in this case, a journalist at the NYT), and ask yourself what sort of information they would be the most interested in.
Make Your Press Release Stand Out for Maximum Impact
Have your submissions so far been subpar? Were your efforts discarded and deleted, resigned to the digital dumpster of an elite journalist’s indifference? It doesn’t have to be this way. The solution is simple.
You just need an eye-catching hook and a compelling narrative to accompany the foundation of proper formatting.
The Hook
A great headline will be specific, succinct, and elicit an emotional reaction. Let’s take a look at some weak and strong hooks.
- Weak Hook: Bubba’s Ale House Announces New Seasonal Beer
- Strong Hook: Bubba’s Ale House is Redefining Fall Flavors with Their Brand New Pizza Brew
The latter is stronger because it’s more descriptive and answers several questions while remaining brief.
The Narrative
A strong hook needs to be supported by a narrative that holds the reader’s attention. Answer the most important questions in the first paragraph:
- Who is Bubba’s Ale House?
- What do they do?
- Where are they located?
- When is the new beer available?
- Why make a beer that tastes like pizza (should go without saying)?
Subsequent paragraphs cover any additional information. Explain the brewing process and offer more insight about the brand, the new flavor, etc.
Pro Tip: While writing your press release, stick to content that is clear, concise, and fact-driven. This maintains credibility and ensures your announcement aligns with The New York Times’ editorial standards.
Learn more about press release formatting here: The Must-use Industry Press Release Format
Submission Options for The New York Times
Once you’ve drafted and formatted your press release, begin the final steps for submission. Submitting a press release to The New York Times requires a strategic approach to ensure your news reaches the right audience.
There are two main submission methods:
- Send the press release directly to relevant journalists and media outlets.
- Use a press release distribution service that specializes in connecting your story with top-tier publications.
Choosing the right method — and tailoring your release accordingly — greatly enhances your chances of getting featured in one of the world’s most prestigious newspapers.
Direct Submission to Journalists
When submitting a press release to a The New York Times journalist directly, start by identifying the journalist who covers your industry or topic. Personalize your outreach by addressing them by name and briefly explaining why your story is relevant to their beat.
- Make sure your press release is well-formatted, includes a concise subject line, and is sent as an email attachment or within the body of the email.
- Always follow up politely if you haven’t received a response within a couple of days, but avoid being overly persistent.
Press Release Distribution Service
Using a press release distribution service simplifies the process of submitting your news to The New York Times by ensuring it reaches the right channels. These services have established relationships with top-tier publications and distribute your press release to relevant journalists efficiently.
- Choose a service that specializes in your industry or offers targeted distribution, so your release has the best chance of landing in front of The New York Times reporters who cover your topic.
- While distribution services increase visibility, a well-crafted, newsworthy release is still essential for getting picked up.
Pro Tip: Timing your NYT press release submission is crucial. Send it early in the day to increase the chances of it being noticed. Avoid submitting on weekends or holidays, as newsrooms tend to be less active and your release may get overlooked.
Want more info about press release submission timing? Read our article: A Quick Guide to Press Release Submission Timing
How to Find Out if Your Press Release is Published
The New York Times receives a mountain of news releases every day. Chances are, once you’ve submitted, you won’t receive a response or the desired coverage you seek unless you represent a nationally recognized brand or business.
While this is pretty disheartening, it doesn’t mean you should give up on trying to get media coverage from The New York Times. It’s important in your pursuit that you know the odds you’re up against.
Try making contact with specific journalists or departments in the hope that they’ll pick up the story. If you do get lucky, your source will typically reply to let you know that they’re interested.
Media Monitoring
After submitting a press release to The New York Times, it’s essential to monitor whether your story has been published. The easiest way to check is by setting up Google Alerts for:
- Your Company Name
- Key Individuals
- Specific Terms
It’s also helpful to regularly browse The New York Times website and check sections relevant to your industry.
Pro Tip: Some distribution services also offer tracking and reporting tools that notify you when your press release is picked up by major publications.
Learn more about free press release distribution services here: The Best Free Press Release Distribution Services
How To Generate Other Media Coverage
Putting all of your press release eggs in The New York Times’ basket may be a recipe for failure. Fortunately, there are plenty of publications at your disposal to submit your press release.
Pitch a dozen publications, and see if any pick up the announcement. Your chances improve by pitching publications that specialize in reporting on your industry or marketplace.
If you’re able to gain traction with a more specialized media outlet, and your announcement is truly newsworthy, other publications may then pick up your story.
Wrapping Up – Press Releases for The New York Times
The bottom line is that press releases are just one tool in the arsenal of good PR. There are a handful of ways to get people talking about your company or organization, like:
- Think Piece Bylines
- Professional Interviews
- Op-eds
- Blog Posts
- Podcast Appearances
A good PR campaign uses every available tool to generate media coverage.
Still not sure if your news is worthy of The New York Times? Let us take a look! Simply book a free consultation with us to get expert insight into how to improve and submit your press release.
