Considering press release creation, the first question that should be asked is why is the story newsworthy? The only reason journalist care about your story is if it’s news that applies to their audience. If you can’t prove the importance of yours story, you’ll be lost before anyone even reads it.

Good press release creation spells out from the first sentence why the story is important. It immediately provides useful information about the product that attracts attention.

Attention doesn’t mean salesmanship. If a press release sounds like it just has something to sell, chances are it will just get deleted or hit the trash can.

Good press releases start with strong language that clearly state the story from the first headline and lead paragraph. If the journalist can’t tell immediately why he or she should keep reading, you’ll be lucky if your press release gets used for scrap paper.

Make sure the press release clearly illustrates your story’s relevance through concrete examples that apply to the media’s audience. Make sure it’s clear why that audience should even care about the story in the first place.

Good press releases stick to the facts. Warp the truth, and you’ll lost the journalist’s trust. Once you’ve lost it, you can never recover.

Quality press release creation stays away from hype. That’s an immediate give away that your story doesn’t warrant attention. If the story is worth anyone’s time, it should be clearly illustrated through concrete language that keeps to the facts.

Good press releases stick to angles that are timely. In the journalist world, timing is everything. Late news smells like bad cheese. The deadlines journalists face are tight, which makes the news always hungry. Feed the hungry with concrete, factual stories that hook the interest. As news is shared, hooking the right media outlet is the first step to getting the world to listen.

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