How to Write Award Press Releases That Journalists Actually Open

Many award winners never get the media recognition they deserve because their press releases don't attract journalists' attention. Break through by crafting award press releases that answer 'Why should my readers care?' and provide ready-to-use content. Here’s how to write, pitch, and distribute award press releases that earn coverage.

A Guide to Writing Award Press Releases That Journalists Actually Open

An effective award press release includes a compelling headline with action words, a first paragraph covering who-what-when-where-why, specific achievement details, meaningful quotes from the winner and your organization’s leader, and contact information. Keep it to 300-400 words with short paragraphs and links to additional resources.

🏆 Why Award Press Releases Still Matter in 2026

Media coverage provides third-party validation that positions your awards program as an industry authority and extends awareness far beyond your email list or social followers. When journalists cover your winners, their audiences hear about it from a trusted source.

Press releases save journalists time by providing ready-to-use content—no hunting for story ideas or sources.

Published press releases create permanent documentation winners can reference when seeking promotions, tenure, or new business.

🕵️ What Journalists Need from Award Press Releases

Journalists ask, “Why should my readers care?” Answer that question in your first paragraph with one of these angles:

💠  Business publications want industry innovation angles—market impact and business leadership.
💠  Local media seek community connection, regional impact, and personal achievement stories.
💠  General interest media respond to impact and inspiration—how the work affects real people, what challenges the winner overcame.

📰 How to Write an Effective Award Press Release

An effective award press release includes seven elements: (1) action-oriented headline, (2) Five W's first paragraph, (3) award credibility paragraph, (4) achievement details, (5) two meaningful quotes, (6) association boilerplate, and (7) contact information.

Writing Headlines for Award Announcements

Use action words like Announce, Award, Recognize, Honor, or Name. Omit corporate jargon. Use this structure:

“[Winner Name] Receives [Award Name] for [Achievement/Category]”

Keep it concise—10 to 15 words maximum—and include the winner's name, award name, and year.

First Paragraph: The Five W's

Include these five elements:

💠  Who: winner's name and credentials
💠  What: specific award name
💠  When: announcement or ceremony date
💠  Where: city and state for dateline
💠  Why: impact on community, industry, or profession

Keep it tight—two to three sentences maximum.

Second Paragraph: Background and Context

Now establish credibility. Explain what the award recognizes, who presents it, and why that matters. Include selection criteria, the competition level, and award frequency.

If past winners include recognizable names or organizations, mention them. Link to detailed information on your website.

Third/Fourth Paragraphs: Specific Achievements

Prove the winner deserved this recognition. Describe the product, project, or achievement with enough specificity to be interesting yet accessible to general readers. Include measurable impact whenever possible.

Including Effective Quotes

Quotes should add new information, not repeat what you've already said.

Get one from the winner expressing significance and future impact: “This validates our approach and gives us momentum to expand into six more cities next year” instead of “I'm thrilled and honored.”

Get a second quote from your organization's leader explaining why this winner stood out.

Boilerplate Information

End with a brief paragraph about your association—two to three sentences covering your mission, establishment date if relevant, and your awards program's purpose. Keep this identical across all your press releases for consistency.

Contact Information

Include your media contact's name, title, phone number, and email address. With the winner's permission, include their contact information too.

Provide links to high-resolution photos and your awards webpage with additional details. Don't make journalists hunt for basic information.

Language and Format Tips

Keep the entire release to 300-400 words—one page maximum. Short paragraphs (one to two sentences) and bullet points make it easy to scan.

Use active voice, write in third person, and stick to plain language. No jargon, unexplained acronyms, or insider terminology. Include relevant links to bios, organizations mentioned, and LinkedIn profiles.

Using AI to Assist with Press Release Writing

AI tools help with generating headline options, analyzing release samples, and drafting initial quotes. Request a specific tone and style when prompting.

Always edit AI-generated content thoroughly and verify every fact. AI makes inferences that aren't always accurate.

📬 How to Pitch Award Press Releases to Journalists via Email

Your press release only matters if journalists open your email. Email is a pitch, not just a delivery mechanism—you're selling them on the story.

Email Subject Lines for Award Announcements

Lead with the story angle, not the announcement. “Local nonprofit founder's innovative food rescue model” will get opened. “XYZ Association Announces Award Winner” will get deleted.

Call out the local connection, industry impact, or trend relevant to their beat.

Keep subject lines conversational and specific—under 50 characters when possible.

Email Body Structure

Start by referencing their recent coverage. In the second sentence, explain why this award winner’s story matters to their readers.

Follow with three to four bullet points highlighting the most compelling facts and angles. Include brief award context, then the press release below after a clear break.

Include links to photos and additional resources. End with your contact information and best times to reach you.

Body vs. Attachment

Always include the press release in the email body. Attachments from unknown senders trigger spam filters and require extra clicks.

Format it cleanly with clear paragraph breaks. Offer a PDF or Word version and include links to the online version.

📣 How to Distribute Your Award Press Release

Distribution Channels

Send to industry trade publications and journals, local and regional media, business journals, and relevant bloggers and online influencers.

Post on your association's own channels: website newsroom, email newsletter, and social media platforms.

Consider press release distribution services for broader reach, combined with direct outreach to relevant journalists.

Empowering Winners to Distribute

You don't have staff time to contact every appropriate outlet for each award winner announcement. Winners can help.

They know their local media landscape better than you do. Provide them with customizable press release and social media templates, then ask about additional distribution opportunities.

They can reach their employer's PR team, other membership organizations, alumni magazines, industry publications and networks, and their LinkedIn company pages.

Follow-up

Follow up with key journalists to offer additional information or different angles. Track coverage and share results with winners—they'll appreciate knowing their story got published, and you'll have evidence of your program's reach.

📈 Getting Results from Award Press Releases

Recognition only matters when the right people hear about it. Well-crafted press releases make journalists' jobs easier while giving winners deserved recognition and your program the visibility to attract stronger candidates.

Start with these strategies for your next award cycle and watch how far the good news travels.

Ready to improve your entire awards program? Download our Ultimate Guide to Awards Management for best practices on every phase—from planning and promotion to judging and celebration.