Is it Newsworthy?

Did you know that many journalists receive hundreds of press releases per day? In fact, the most important aspect of creating a press release is the ability to get journalists attention. The best way to do this is to make sure your press release is newsworthy. Examples of a newsworthy event would be:

• Announcing a new product or service
• Announcing a new major customer or business deal
• Announcing major company changes such as mergers or acquisitions
• Announcing executive level new hires, promotions and other changes

The best question to ask yourself before you start is, "Is this something I would be interested in if it were not about our organization"?

Secondly, your press releases should bring as many facts to the journalists as possible without sacrificing the readability of the release. If a journalists is not able to answer the basic questions of who, what, when, where and why within the first paragraph, they are more likely to discard your release. Journalists often make a decision if they are going to write about your press release, by the end of the first paragraph.

Although SBWire allows journalists to receive press releases based on their interests, it is important to create your press release in a manor that is factual but does not use to much industry specific technical terms. Your release should be understandable to the widest audience possible.

As you organize your press release make sure that the importance of information flows from the top down. Less important information should always be later in the release. Even the least important detail however must still be related to your press releases content and goal.

Other Helpful Tips

• Include at least one quotation within your press release. The quotation should come from someone directly involved with the subject of your press release. This can include an executive with your company, a customer or a supplier. Always make sure you have the approval of the person before your publish their quotation.
• Always be as accurate as possible. This helps to build credibility with journalists. Try to stay away from overreaching statements and marketing hype. If you can not factually back up a clam, it is best to not include it. This includes statements about your product being the "best" or "most popular".
• Include details about your industry and how your press release subject will effect the industry. Include tools, such as web links to industry trade groups, to help journalist to better understand your subject.
• Include as much contact information as possible. In many cases, a journalist working on an article about your press release subject will want to communicate directly with you or your staff. Always include at a minimum a contact name, phone number and email address. If your company has an online press room, include that web address. Your contact must have knowledge of your press release's content and be able to quickly answer questions from journalists.

proofread and Review

Once you have your content created it is vital that you spend time proofreading your press release. Use your computer's spell check feature but do not solely rely on it. If possible, find other people within your organization to proof read your press release. Then, consider asking a 3rd party, who is not directly related to the subject of your press release, to review your press release.

SBWire's PR Tune-Up Service is a great option for having a 3rd party review your press release.

When proof reading your press release, consider the goals you have for the press release. The content of your press release should promote the goals you have set without sounding like an advertisement.

Keep in mind that many press releases will not generate direct media attention and articles.  They are however, a necessary part of an overall public relations process.

It is important that you are consistence with your press release creation and distribution. Create a press release and distribute it when ever you have a newsworthy event to announce. 

Once an article is written about your organization, use it to your full advantage. Ask the publisher for the ability to reprint the article and include them in your press kits, link to the article from your web site, and use quotations from the article when ever possible in your marketing materials.