Writing a press release use to scare the willies out of me but not any more. Once I finally learned exactly what a press release was and who I should aim my correspondence to, things got a whole lot easier very quickly, and they will for you too.

Let's examine what a Press Release really is and some of the misconceptions that I had before being educated the right way. Press Release, as defined by wikipedia.com is: "A news release or press statement written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value". This definition is extremely accurate and tells you what a Press Release is.

The critical component in writing an effective Press Release is to understand that you are not writing an advertisement for a general audience or a word story to a publication. And this is where one of the misconceptions comes into play. Many professionals and small business owners get this part wrong and it obviously causes major frustration when they their Press Release does not render the interests they were counting on.

Writing a Press Release requires that you gear your written text to the news media; after all, they are the specific group that you are trying to reach so they are who you must write your Press Release to. The objective of writing your Press Release should be to WOW a reporter. Write intriguing and captivating text about your news of value. If a reporter is wowed, surprised or captivated by your press release, then you are much more apt to get the attention you are expecting.

I am including a general guideline below that will help you create and disperse a successful press release to the media.

1. It is imperative that you draft a well written and formatted press release. Format can be the first hint to a reporter that the information you are sending is not relative to their audience. You can overcome this possibility if you take the time to properly format your press release according to acceptable standards. So, what should you include in your press release?

- Include your Time Line - The first thing you want to be seen on your press release should be the time you wish it released. Let the media know if you want the news to be released immediately if that's the case. (For Immediate Release!) Tell the media that you want your news released at a predetermined time. (Release the first week of January!) If you want your news released with a seasonal deadline, state so> (Release before Christmas!)

- Don't forget your Contact Information - Next, you need to include your complete contact so as not to make it difficult for the media to follow-up with you. Often times, with a well written press release, reporters may wish to interview you for a story they are going to release about your business. That's when taking the time to write a proper and well written press release really pays off in dividends.

- Headlines, Headlines Headlines - Then consider the significant importance of your headline! As in all types of advertising copywriting, the headline is the most important component of the entire press release. If you don't grab the attention of the reader in the first few seconds (yes, that's all the time you have), then the primary purpose and objective of writing your press release will be lost. Take the time to write out 6-10 headlines: I subconsciously think about this element while I am doing my research as it makes it easier for me to come up with viable possibilities. Write them down as they come to you, then once you have completed the writing of the press release, come back to them and see which one knocks your socks off. Show your list to family and friends and determine which ones they think say the most. These few extra steps could make the difference between a great press release and a totally ineffective press release.

-Include a dateline when you are beginning the body of your text. Tell the reader the date you are sending your release to them and the city and state of origin. (June 27, 2007 - City Here, Montana - start the text of the first paragraph here.)

-Always double space the body of the press release. It's much neater in a appearance and is not so congested that the reporter cannot even read it.

-Use Quotes and Give Credit - It perfectly satisfactory to use quotes from learned experts in the field you are writing the press release about. It will help you establish credibility for your news release.

- Include a Call To Action - I recommend that you always include a Call To Action. What do you want the end result of your press release to accomplish? Do you want someone to call a phone number for more information; do you want someone to visit your retail location for a new sale or is it that you want everyone to visit your new website and find out just how great the information you have to share really is. So, Include a Call To Action.

-The Closing comes last - In North America, traditionally the symbol "-30-" is inserted after the body and before the media contact information to indicate that the release is ending. A more modern substitute is to use the pound sign (###).

-Include the Media Contact Information - include name, phone number, land address, email address and any other pertinent information for each PR person you send your press release to.

2. Target Your Market - It will do you no good to send your news release to a reporter specializing in Sports when your news release deals with Internet Marketing. Always target the reporters you want to receive your press release. I also recommend that you actually do some research and find out the names of the reporters most focused on your business area. Always address your press release to the reporters you have located from your research. Always target the recipients of your press release to best suit your business needs. You may even want to write dedicated releases to each reporter so as to better explain yourself since each reporter will have different values which they use to determine whether or not your press release warrants their attention. Remember, anything you write to anyone that is personalized will stand a better chance of success.

3. Relationship building will pay you hugh benefits in the long run. Now that you have gone to all the trouble to locate the reporters that specialize in your niche, then work on establishing a solid working relationship with them. You may be surprised at just how much good this will do you in time. Reporters are constantly looking for new story lines: it you have a good consistent relationship with your niche reporters they will look upon you as an expert in that niche. And who better then an expert ,YOU, to do niche specific interviews with. So, build a solid relationship with the reporters you locate. It will also give you a heads up any time in the future you want to send out a new press release.
4. Do not send releases to reporters that sound like a blatant advertisement. Press releases are used to release something that is truly newsworthy. You will not get to first base if you send out an advertisement. Keep the context of your release factual and deliver your message without flair and fanfare. Eliminate heavy descriptive terminology such as describing your product or service as amazing, or stupendous or the like. Keep you text down to basic factual terminology. But do tell a good story too. Reporters like to read a good story and good stories are written with interesting language will sell the reporter on publishing your press release.

In summary, wikipedia.com says this very well: News releases have been a large source of criticism against various types of journalists, who sometimes rely on them heavily. Many articles in the business press, particularly, are little more than recycled press releases. Some people criticize writers for creating articles in this way, contending that it constitutes free advertising for the company on whose behalf the news release was issued, especially if it is not contrasted with criticism of that company or product in the same article. On the other hand, few dispute that news releases remain a valuable way for media to be made aware of new products and services, and recent and upcoming events of interest.