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  • Make sure the information is newsworthy.

  • Tell the audience that the information is intended for them and why they should continue to read it.

  • Start with a brief description of the news, then distinguish who announced it, and not the other way around.

  • Ask yourself, "How are people going to relate to this and will they be able to connect?"

  • Make sure the first 10 words of your release are effective, as they are the most important.

  • Avoid excessive use of adjectives and fancy language.

  • Deal with the facts.

  • Provide as much contact information as possible: Individual to contact, address, phone, fax, email, Web site address.

  • Make sure you wait until you have something with enough substance to issue a release.

  • Make it as easy as possible for media representatives to do their jobs.

 

 

 

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