Start Writing

Now that you have your story idea and your list of media contacts, you're ready to start writing. First, you must come up with a killer headline. Since most press releases are now sent by e-mail, a poorly written subject line will earn an instant delete. Headlines must read like actual newspaper headlines, something informative and newsy, but creative and engaging enough to draw the reader in.

Photo courtesy Woodsy, SXC Write your press release with your audience in mind.

Press releases shouldn't be more than 300-400 words, and the reader should be able to understand the gist of the story in the first two sentences. Keep the tone and style appropriate for the content. If you're pitching a local TV news station, keep it conversational and the copy short so it can easily be adapted for reading on air. A press release for a newspaper should be meticulously spell-checked, follow Associated Press (AP) style and contain quotes and sources to back up claims.

Using Photos Compelling images and informative graphics play an important role in both print and TV journalism. Press releases are no different. A lukewarm press release with an unforgettable photo could land a story on the front page. A press release should supply journalists with all the necessary components to write a good story. That package includes photos and graphics. Not all photos are created equal. A generic photo is as uninspiring as generic press release copy, so avoid executive headshots and stock photos. Photos should tell the story as clearly and as artfully as the text.

Don't forget to include detailed contact information on the press release, including your name, telephone number, fax number, e-mail address and any relevant Web site links. Most of all, a successful press release doesn't just state the facts, but tells a compelling story that journalists will want to share with their readers and viewers.

Now let's look at the different options for distributing press releases, including e-mail and fax broadcasting.