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A misquote isn't better than a no quote! Here's how to gain some control of the media.

"What one has not experienced, one will never understand in print."

—Isadora Duncan

Whether it's new technology, an IPO, a new product or a new CEO, you want to tell the world about what's happening. How do you do this? A press release is one method. But remember, reporters receive hundreds of releases weekly and you need to start by setting yours apart so it will be published. How do you do that? Well, it's not easy, but you can start by following these tips.

All the News That's Fit to Print

Be sure that you have a story to tell. If your company is issuing an IPO, that's a story. If you're bringing out a new product with new features, hiring a new CEO, moving to new space — those are all good stories too. Be sure to target the right media so you have a better chance of having your story picked up. When you write your release, ask yourself about the problem you are solving or need you are filling. Pinpoint that need or problem and write your release from that perspective.

Once you've identified your story, next think about the outlet it's best for. Sometimes it will be a newspaper, but more often than not you want to go after trade magazines and newsletters that your industry reads to keep up with changes.

		If you're high tech and you want to talk about product, consider Computer Reseller News or TechInfo.
		Remember local media publications including the business sections of Yediot Ahronot, Ma'ariv, Ha'aretz, and the Jerusalem Post as well as business publications like Globes.
		If the story is about finance and has broad appeal, look to Forbes or Business Week.

Don't expect to send just one release — expect to send a lot! A typical mailing list can be anywhere from 10 to 100 or more. The most important thing is to make sure that all those receiving the release will have an interest in the story.

Writing

Now that you've identified your story and where you want to see it published, you need to write the release.

		Start with a headline that gets to the point without sounding too promotional.
		Follow this with a really strong lead paragraph that answers the standard journalism questions of who, what, where, when, why, and how. This paragraph serves as a summary for your release.
		In the following paragraphs, provide the details and why your new product/innovation/deal is important, what it means to the industry, market, and so on. Provide background information, get a quote from the CEO or director of R&D and compare your product or service to similar products or services — without necessarily naming names or being negative. The importance of your news must be clear.
		Somewhere in the release, probably towards the end, include a short corporate summary, including other products and services you offer.

Keep the entire release short — no more than 500 words (two pages, double spaced).

Format

There is a standard format for releases.

At the top of the page it should clearly state when the information can be released (usually "For immediate release") and complete contact information including the name of the contact, full company name, address, phone number, e-mail address, and website. (The contact name should be someone who's available and capable of answering questions.) Follow this with the headline, lead paragraph, body, and conclusion.

In the lead paragraph, include the location of the release (usually your company's city and state or country) and the date.

Fax, Snail Mail, or E-mail

We mentioned that you should identify appropriate media and send your release accordingly. Before actually sending the release, confirm names and addresses of editors you are targeting. When you call, ask about deadlines and if they prefer faxes, e-mails, or snail mail. Send e-mails releases as the body of the message, not as attachments.

Don't pester! Second contacts often annoy editors. If you follow-up, don't ask if the editor received the release. Instead, ask if you can provide any additional information or if the reporter is interested in touring the plant, seeing the product, or receiving a demo?

When a reporter calls, be responsive! Answer questions directly, providing as much information as possible. If you don't know something, be honest. Tell the reporter you'll find out and call back (and then do it). If you talk about other products in comparison, do it factually. Your product should be able to meet the competition head on and its features should speak for themselves.

There you go ... the major points you need to consider when writing a press release. But it's not easy. It takes practice, patience, and skill in crafting a release, targeting your media, and cultivating media relationships. These are the basics, the rest is up to you.