There’s an old saying that when you’re holding a hammer, everything looks like a nail. Such is the case with press releases. Often overused to the point of oblivion, they can still be an effective tool when used properly.

The keys to writing a good release are simple. Ask yourself these 5 questions before and while writing yours, and you’ll get good results every time.

1) Does it matter?

Of course you’re excited about the latest development in your product line. Or maybe it’s the pet project of the CEO and they’re pushing you to get the news out. But first ask yourself if it’s really newsworthy. Chances are that if you’re writing one every week or even month, you’re writing about things that most people simply don’t care about. Save it for the really big, important stuff.

2) What is your goal?

This one is easy because it never changes. The goal of these is always-yes always-to get a callback from the press. That’s why it’s called a press release in the first place. So keep that goal in mind when writing. Don’t over saturate it with information. It’s bait, plain and simple. Intrigue them enough that they want to call you back. Keep it to one page max.

3) Is your headline direct?

Get to the point. Short and sweet will do. This isn’t the title to a thesis or dissertation. You want them to keep reading don’t you? Don’t bore them to death with a long, technical title.

4) Who will they contact?

Now is not the time for ego. Don’t put the CEO’s name and contact information on the document if they’re not going to take the time out of their day to field phone calls or answer emails. Make someone available and use their contact information. Make sure this person is knowledgeable AND a good communicator. Reporters don’t want to waste their time tracking you down. They just won’t.

5) Are you building relationships?

This one is important. If you carefully craft your releases and respond to inquiries in a timely, professional manner, you’ll get more calls over time. Reporters will learn that you’re reliable and that you have newsworthy information for them when you send out releases.

If you have questions about this or any other marketing tools, visit us at www.rpmmn.com.