Press Releases are a great way to reach all types of news outlets with your marketing message. However, if they’re done incorrectly, your marketing efforts could end up in the trash before they ever take off in the first place.

Let’s explore some key tips that you should always remember when you’re writing for a news outlet and trying to get your story heard.

When to Use Releases
Press Releases should be used for special occasions. If you’re constantly contacting a news organization, your business will lose its luster quickly. But if you plan out when your press releases are a big deal, you’ll have more success. Consider writing one for your biggest event of the year that impacts the community, or when there’s a huge change at your company that people would be interested in. Use sparingly, but always use press releases for big announcements.

Format Your Release
You never know what type of computer your recipient is using to open your emails. That’s why it is standard practice to paste the release (no more than one page) into the body of the email. No attachments, no hassle. Use a captivating headline as your subject line and make sure to add a “-30-” at the very end. This signifies that you’re done with the release.

Don’t forget to add a small blurb at the bottom of the release explaining what your company is and what it does. Never assume that the news outlet knows anything about your organization. Plus, this way you get to put your best foot forward.

Find the Right Contacts
The more you send out press releases, the more you’ll know about sending to the right people. Sometimes, news outlets are kind enough to tell you if you’ve mailed to the wrong person. Most times, they’ll hit the delete button if it wasn’t meant for them.

Make sure that you do careful research to find out the current person you should be sending your releases to.

Make People Care
The most important part of a press release is to remember that you might care, but you need to convince others to care just as much. Find the angle that convinces the news organization that the community MUST know about what’s going on. Considering your audience is one of the best tips to remember for all of your marketing efforts.