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The Press Release: How to Get the Media to Pay Attention!

As many of you already know, promoting and marketing your business in as many creative ways as possible is crucial to the success of your venture. But finding ways to get noticed presents a major challenge for most entrepreneurs. One of the most cost effective and powerful methods of getting noticed is by way of a good press release. Why? Because it has the potential of reaching millions.

Will the Media Think It Is Newsworthy?

Unfortunately, there are no guarantees that even a well-written press release will work on the first go-around since a lot depends upon whether the media thinks it's newsworthy. Your release may be beautifully written, but if it doesn't land in the hands of someone who believes in its merit, it may go unnoticed. This is why it's important not to give up after one try.

Gaining the Media's Attention!

When writing a press release, it is extremely important that your press release presents you in a positive, professional light. Bear in mind that the ultimate goal of a press release is for the media to take an interest in your subject matter, which may lead to an interview or story about your product. To gain the media's attention, it is important that you try to find a hook or something that will grab the attention of those who are reviewing the release. Remember, several thousand press releases come across the desks of editors daily, making it quite a feat when an editor has an interest in your press release.

Jump Start Your Business!

While a good press release can jump-start your business at a fraction of the cost of most other forms of advertisement, no one can assure you that a press release will invite interviews on national TV. So what can you do to empower your release? First you have to remember that you can't expect to write a release, send it off to a distribution company and sit back to wait for the business to start rolling in. It's up to you to put in some additional effort, ensuring that it's being seen. I cannot stress often enough that one attempt at the media is not enough to draw attention to your business. The more you put out your information, the more people will be inclined to check out your site or business.

1) Don't rely strictly on distribution companies. When writing press releases for clients, I myself use and encourage the use of a good distribution company. However, this alone isn't enough to get the word out.

2) Do some research and submit the release anywhere that releases are accepted; send to your local paper, speak to someone at your cable, radio or TV station, and, of course submit to magazines. Make sure the press release goes to the right publication for your specific subject matter.

3) There are literally thousands of publications on line that accept press releases so put some time and effort into finding sites that are eager for your news.

4) Call or write to the publication requesting pertinent information regarding press releases. Editors cover a variety of topics so try to find the one that will be interested in your material.

5) Do write professional letters to editors of publications requesting their permission to submit a release. Online editors are always looking for interesting news and if you introduce yourself professionally, you have a better chance of being noticed.

6) If the name of the person to submit to is withheld, direct the release to the Managing Editor of the publication. They'll make sure it gets into the right hands.

7) Don't give up after one try. Many companies send a release out each month to make sure they stay in the forefront.

8) A press release needs to grab the attention of the editor so be sure you've honed in on your writing skills making sure your press release sparkles.

9) Never write a blatantly promotional press release. Write it so that it comes across as something that will be interesting and newsworthy to the public.

10) Be sure to include all pertinent information i.e., name, phone number, e-mail address, web address if appropriate, company name and date of release.

11) Be available to answer a reporter's questions. If for some reason you are not able to answer an editor's call, designate someone as your spokesperson.

Just because you're a small Mom and Pop business, do not automatically assume that your particular product or service isn't newsworthy. It's all in the presentation. When considering a press release, topics that have interest to the media are the announcement of a new product, the release of a book, the opening of a web site, a major event or happening, a trendy workshop, a new business, changes in a business structure, promotions, updates and a host of other interesting events. Editors need and want your press releases as they are always seeking good stories. And while the writing and submitting of a press release might be considered a challenge, in the long run it is more than worth the effort.


Charlene Rashkow brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance writer. She has successfully helped companies and individuals reach their objectives by writing outstanding web site content, press releases, bios, articles of interest, business plans, resumes, and all other forms of marketing material. Read what clients have to say about her at

You may contact Charlene Rashkow at


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