Before Writing a Press Release
Have a purpose in mind: A press release isn’t a catch-all solution to every problem. If you are going to interrupt a journalist’s time to pitch a story, make sure that what you have to tell him or her is worth their time. Plan out what you plan to accomplish with the press release a while before you start working on it. If the press release won’t help you accomplish the goals and objectives of the your company, then writing it serves you no purpose.
Sometimes your purpose will be for search engine optimization purposes. Even if no newspapers run your story, by posting it on your organization’s online newsroom, you could do a lot to increase your visibility on search engines. People Googling your company may be able to find your press release.