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Step 1
A press release should have a reason for its existence. In other words, make sure you have news that will interest readers. For example, appropriate press release topics include the launch of your new business, or your involvement with a local charity or an event that’s open to the public.
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Step 2
Once you have a topic in mind, a press release should answer the questions who, what, where, when, why, and sometimes how. The headline should tell what’s in the release, and the first sentence should give more details. Don’t make the reader guess what day your event will be held or the name of your business.
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Step 3
Press releases do not need to be clever but they should be grammatically correct. In my previous roles as managing editor of two trade publications, I saw my fair share of press releases that had simple misspellings and incomplete sentences. Read your press release over carefully before sending it out, enlisting the help of family or friends to make sure it’s as accurate as you can make it.
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Step 4
Check the masthead (the listing of the editors and writers of a print publication) or online staff listing to see who should receive your release. When in doubt, call or e-mail the editor or managing editor to ask to who should receive the release. Getting your release into the right hands can help ensure your release is read and not ignored.
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Step 5
Find out the publication’s deadline. Most provide general guidelines for calendar or event listings, as well as due dates for copy to be considered for those sections. Follow the guidelines, as sending the information exactly as requested will be much appreciated by the editor or writer.
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Step 6
The most important thing to remember when working with the media is to stay on topic, keep focused and provide newsworthy content. Let your expertise speak for itself.
