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admin on Nov 1st 2011

Ideally a press release becomes a news article. This happens two ways. In the best case it gets a publisher’s attention so much that he or she assigns a staff writer to cover the story. More often publishers decide to print the release as received.

Publishers always need material to fill gaps in their copy. A publishable press release should be short, about 300 words, or just enough to fit onto one page. This makes it easy to fax as well as include as an e-mail attachment rather than just text in an e-mail.Confused? Here ‘s a little help . It also should have a byline, even if a pseudonym, so that it appears as a legitimate news article rather than a promotion or advertisement.

The most important feature a press release needs is pertinence to the publisher’s interests. Local newspapers need material clearly directed toward local interests. Larger publications seek press releases directed toward overall themes.

This means adjusting content for some recipients so that no other outlet receives an identical release. When publishers receive a press release marked as unique content, specifically tailored for their publication, it automatically advances in their priorities for print. Following these guidelines means more work, but instantly magnifies the chances of a press release becoming a news article, and gaining intended exposure.