Taking a second look at your press release, you decide it is now ready for submission. You feel you have done a good job of writing it; and feel it is worthy for journalists to examine. You check it one more time, as if it has not gone through the process several times already. What are you actually looking for? How do you judge whether the release now in your hands, is worthy for submission?
This is a common scenario for anyone who has tried his hand on press writing. To send a press release is like handing over your test papers for the teachers to check for correctness. In the current case, the journalists or editors will check for news value of the release you made.
Being in this situation is indeed uncomfortable. You do not know what these editors are actually looking for. You are not sure whether you have done a good job writing your release or not. Here, comes the importance of knowing what to check first before you actually send a press release.
Important Things to Check Before You Send Your Release
Is the subject of your release, the most important information you want to be delivered? You may have many things going on in your business that are more newsworthy than the one you are currently writing. There might be more interesting news in your company that are sure to get the attention of the readers. Always be strategic in everything you doÃ¢??in this case, ask yourself what you want to accomplish with the current press release that you are writing.
Do you have all the details and facts with you? If you do not have the whole storyÃ¢??do not write it. It will become clear how lacking in substance and details your release will be. Editors have an eye for releases lacking in completeness. With your submission, it will remain a release and not climb up the space for real news. Your release will not qualify as news for the mere fact of being interesting alone. Without supporting details, your release will be found wanting.
Have you written your release coherently and concisely? A press release is still what it isÃ¢??a form of writing. And like all writings, it is ideally better if it is orderly, brief, simple and direct to the point. Especially in press writing, there is only so much room to work withÃ¢??that flowery words need to be plucked.
Have you checked the required format of the website you are sendting your release to? Be particularly conscious about this. Before you send a press release, make sure you have done everything right. There is nothing editors hate more than those who are not able to follow simple instructions. Give it a conscious effort to study the requirementsÃ¢??and comply. It will work to your advantage.
In sendting a press release, always make sure everything is in order. Double-check! Yes, double-check! And do this as many times as you have to. Remember that through your release, you are imparting your companyÃ¢??s image to the journalists and to the readers eventually. So make that good impression, and make it perfect before you send a press release.
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