Editors and producers of various media receive innumerable press releases every day, announcing new products, business start-ups, individuals' achievements or dates of coming events. Effective press releases can result in publication features, radio and television interviews, increased sales and new markets, and unexpected opportunities for your business. Conversely, poorly written press releases waste everyone's time and are usually tossed.

To get your press release picked, not pitched ...

1. Before writing the press release, ask yourself:

• What is the purpose of this release, and who do you want to reach with it?
• What publications or other media would reach the most of your target audience? Are you acquainted with these publications or media?
• What are the specific names (not titles) of the people (editors, producers and so on) who should receive your press releases? How do they prefer to receive releases -- email, fax or traditional mail?
• What makes this press release a news story? How will the information benefit your target audience? Will it pique their interest and motivate them to respond?
• What actions do you want your audience (or media contacts) to take as a result of reading this press release? Send or call for more information? Attend an event?

2. In writing the release:

• Be familiar with the standard press release format (see "References"). Study examples of press releases and practice writing them. Keep your typeface and design plain and simple to read.
• Include the most important information in the first paragraphs -- who? what? where? when? why? -- because editors cut from the bottom up.
• Make it interesting, credible and newsworthy. Include quotations and statistics from experts, agencies or industry organizations. Add testimonials if they contribute to the release's value.
• Concentrate on the news story, not advertising.
• Make your headline* clearly state why this news is important to your readers.

*Note: The headline or lead will often be the determining factor in whether your press release will be published or broadcast; it will have to "hook" the media contact and audience into paying attention to it. Wait until you have finished writing the release, then jot down several headlines, until you have the one that best captures your press release's slant and purpose.

3. Call media people for feedback:

Call your media contacts -- preferably not at their deadline times -- to see if they received your news release. Ask whether you can answer any additional questions or further explain the value of your story to your audience.

You will know your release was well written not only if it is chosen, but also when your phone begins to ring with potential customers and publicity far beyond your expectations.