Top 7 Elements of a Publishable Press Release
By Lee McCaskill
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- It is news. An invention, a major acquisition, or the addition of recognized talent to your team are newsworthy events. Your efforts to boost sagging sales may not be.
- It is accurate. Don't make statements you can't support 100%. Your facts will be checked and your credibility is on the line.
- It is timely. News that relates to current trends and top stories garner the most attention from editors.
- It is sexy. Your story must compel the reader from the first sentence. Amateurish copy will jeopardize your chances for exposure.
- It is flawless. Mistakes and misspellings will doom your release. Use AP style. Check it. Double check it. Have someone else check it. Check it again.
- It is personal. Credible statements from satisfied customers or industry experts lend a human element to your story. Always end your piece with a quote.
- It is welcome. Develop a relationship with a reporter or editor and always address them specifically. Learn their style and their beat. Time your release carefully. Never "scoop" them with another publication.
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Article Submitted On: September 30, 1998