What are the ingredients of a successful press release?

The good news is that those press releases that lead to a story or interview have certain qualities in common.

· The best press releases step into the shoes of the journalist reading it, knowing that they are always searching for stories that are newsworthy and of reader interest.

· They are targeted towards the needs or interests of the audience.

· They are creative and offer something a bit different and original.

· They are well written. Your release needs to be written in proper journalistic style, with short sentences and short paragraphs. Many journalists are looking for quick and easy stories that do not take up valuable time to prepare. A properly written press release can be published with little or no editing.

· You must get it into the hands of the right journalists and editors. So do your research and know the correct name of the person to send it to.

· Make sure you send the right release to the right publication.

What kinds of press releases are likely to be newsworthy?

· Announcements – new products, new management, merger, changes in corporate structure, partnerships, product changes, new equipment.

· Statements – issue statements on topics that have an impact on your business. New legislation, for example.

· Events – you can create a story about every event your company participates in. These may be events you send your team to, or ones that your company hosts. Speaking engagements, trade shows, special presentations or awards and community events that show you care are also of interest.

· Promote your customers – write case studies showing how a particular customer accomplished a major goal because of your product or service.

· Accomplishments – write about milestones that you have reached such as significant numbers of customers, years in business, expansions, new funding, new sales levels reached or awards won.

· Employees – write about any good deeds your employees have done, achievements, community service.

· Charity – if you get involved in charity events, promote the fact.