That’s because press releases (also called media releases or news releases) are one of the most cost-effective ways to promote your business. They give you a chance at exposure in a variety of publications for a fraction of the cost of paid advertising.
The downside? Very few people know how to write a press release that will actually be used. Most media outlets, including local newspapers, receive hundreds of press releases every week. Most are awful.
Here are 10 tips to make your press release jump to the top of the pile:
1. Have something to say
If your press release doesn’t have a newsworthy angle, no editor will be interested. That your company carries 500 varieties of widgets isn’t news. That you’ve just developed 100 new varieties might be. That you developed them using a rare mineral unearthed by last month’s devastating volcano eruption definitely is.