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.
