How to write a press release

Writing a press release is not as easy as just writing down some facts, figures and dates. You have to be able to get an Editors attention. Remember that media agencies received 1000's of press releases each day, from charities announcing their latest fund rasing drive, to comapnies releasing their yearly figures. So the most important thing to do is make your release stand out.

1. You have to decide where the announcement is for. If it's about a local charity event, there is no point in sending it to a national newspaper. It serves no purpose and it will get lost amongst what is considered more news worthy events. Got to your local papers and radio stations. Especially radio stations, they tend to get more into local events!

2. Ensure the headline/detail line of your e-mail, or faxed release is an eyecatcher. Try to think of a title that will stand out. Don't say "Charity Auction to raise money for ...." if you have a star lot like an autograph or something that has a collectable value like a Mel Gibson autograph (this is just an example so don't take literallly - FOR SALE - Your very own piece of Mel Gibson. See what I'm trying to do. Its an eyecatcher but makes sense in context.

3. Don't put in too much BS. This will just annoy the publisher and you will get absolutely no publicity.

4. When you are writing the detail of your release, don't fill it with boringness. Fill it with short jazzy sentences. Don't just include times and dates. It does not stand out enough.

5. Where possible keep the tone positive (believe it or not, people do like good news)

6. Ensure that you know where you send your release. There is not point in sending it to someone and then not remember who they are.

7. Ensure that you include your contact details. You would be amazed at the number of press releases sent out without the senders details. This is like sending out a flyer and will not be take seriously.

8. Ensure it is a new worthy topic. There is no point in (again this is an example, possibly slightly exhaggerated, but you'll get the point) sending out a press release to announce that a teacher is getting married. It's just not news worthy, important to the teacher, but not news worthy.

9. Try to get a contact name. If you know a name (and it can be very difficult to get your hands on) the best advice is to use it.

10. Don't just send your release to the one department (this relates to newspapers mostly). They have many different departments, and what does not suit one, will suit the other

11. Don't limit where you send your release. There are of course the obvious newspapers and radio & tv stations, but you also have news sites, blogs, social networking sites, forums. Remember there are millions upon millions upon millions of people online at any one time.

12. If it's a specialized release, make sure you are sending the detail the right people. Don't send a tech release to a knitting magazine. That just won't make sense, and chances are that the tech magazine and the knitting magazine are published by the same publishing house.

13. Consider the reader of the release. When you look at your release with an unbiased eye, can you really see it catching the readers attention so that will want to know more?

These are just some simple tips, but I would say, that If you can afford it, a publicist is worth using. They have the contacts and they have the know how to put spin on your release.