Planning Begins Before You Write

While no one can guarantee your release will be published or used for an article, there are things you can do to improve your chances. The biggest obstacle to most press releases is the release itself.

Your Release Should be:

Concise

Editors receive hundreds of releases a week (perhaps more) and appreciate releases that are brief and to the point.

Well-written

A good way to ensure your release finds a place in the waste basket is by writing poor copy: bad spelling, poor grammar, and illogical or unsubstantiated claims.

Factual

Stick to logical and substantiated claims, avoiding statements of belief: we're the best, the cheapest, etc.

Honest

Avoid the padded quotes by company officers; even if they are experts, they come across as biased. If used, stick to the facts.

Timely

If your release isn't topical, consider incorporating it with a recent news event but don't stretch it.Questions to consider before you write:

• Who is your preferred audience?
• What do you want readers to take away from your release?
• What does your release provide: invaluable information or just another offer?
• What is the support or justification for the information in your release?
• What is the tone of your release?
• Are you aware of possible pitfalls or areas to avoid?
• What is the purpose of your release: to increase business, disseminate information, or both?