Information to Include 24. Newsworthy information, not sales copy 25. All Who, What, When, Where, Why and How elements. Their order depends on level of importance. 26. Enticing headline which summarize material/news. 27. Photos if available, or where they can be accessed in press section of your web site. No stock images. 28. No cover letter.

Distribution 29. Don't send press release out in a mass e-mailing 30. Don't pester contacts 31. Editors will not distribute anything sloppy, difficult to read, or understand. 32. Mail release by first class mail. 33. Don't use any type of labels, including your return address. 34. Add "PRESS RELEASE" and "Release Date:" on outside of envelope. 35. Places to send press releases: writers@[magazines]; writers@[newspapers]; trade journals in your industry; print magazines on topic; online agencies that distribute news releases.

(c) Copyright 2004, Catherine Franz. All rights reserved.

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5. Add detail to your story. In body of your release add extra information in order of importance. But beware, editors delete paragraphs from end so make sure you include vital information early.

6. If possible include one or two quotes from reliable or expert sources. Quotes give a point of view, reflect personality of speaker and add a human element.

7. Keep length to a single page if possible. Definitely no more than two. Anything over that becomes a chore for editor. If you must go to two pages put “more” at bottom of page one so editor knows there is more to your story. At end of your release put either word “Ends” or ### or –30-. This lets editor know your release is over.

8. If you’re sending photos with your release, always include a caption listing names of people in photo. Include sources, contacts and release date.

9. Avoid embargoes unless they are absolutely necessary. They are often used to make a story look more important than it actually is. Editors will rarely be fooled and you may find it’s counter-productive.

10. Sending your release to right people and to enough publications will increase your chances of getting your story printed. There are literally thousands of newspapers, magazines and online publications for trade and consumer. Find right ones by:

 Checking listings in a media directory. You can find them at your local library.  Using an online service such as PR Web, that offers free distribution, or a paid service like PR Newswire.  Sending release to trade publications related to your business  Contacting local and national TV and Radio

11. The more press releases you issue, more will get printed. Ensure you issue at least one story a month. But don’t send out a release for sake of it.

12. If you’re sending your release via email, avoid sending file attachments. Editors are wary of viruses and most will immediately delete your release.

13. Avoid fancy letterheads and gimmicks. What you say is more important.

14. Include contact name(s), telephone number(s) including cell phone numbers and an email address. This may sound obvious, but a surprising number of releases are submitted with this essential information missing.

15. Make your grammar and spelling perfect. A poorly written, grammatically incorrect press release tells editor one thing…that your company does not have professional standards. Proofread your release several times before you submit it. Don’t just rely on a spell-checker.

Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail, press releases and other marketing materials businesses need to increase sales. Learn more about how Julia can help boost your profits by visiting www.juliahyde.com. Or email info@juliahyde.com. She'll get back to you right away.