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= SummaryThis article contains a checklist to writing a press release. Andit includes the single most important ingredient of a press release, that will dramatically improve your chances of getting your news published.= IntroductionFirstly, let me say straight away that I am *not* an expert atwriting press releases. Over the years, I have read and studiedmany articles on how to write a press release; I have thensubmitted my press release only to see them fail to get noticedby editors.Thats not to say that the articles I read were poor - alloffered good advice, but not in the format I wanted: a simplechecklist.So I created my own checklist to help me write a press release. Ado-able step-by-step guide to writing a press release that makeswriting the news release a straight-forward process.And I was ready to write this article nine months ago, but something was missing from my press releases at the time - a vital ingredient - and so my press releases were still not getting published.I am only writing this article NOW simply because my last press release WAS published, in several UK computer magazines. I am only writing this article NOW because I now know what the missing ingredient is to a successful press release (that gets published). Its simple, really, *and* obvious! (Read on!)Note: Im still not an expert when it comes to writing a press release - youll find links to experts at the bottom of this article - but I am much more confident that my press releases will get published now. And you can be confident too...= Press Release Checklist o Step 1 - Whats Your Story? o Step 2 - Think Like A Journalist o Step 3 - Mechanics Of Writing A Press Release o Step 4 - Example Layout Of A Press Release o Step 5 - Is Your Press Release Ready? o The missing ingredient - K-I-S-S o Appendix: Expert press release resourcesSo, what follows is advice distilled from many sources, organisedin a way that allows you to follow the basic steps of writing a press release. (And you can always find out more detailed information, should you need it, in the Appendix!)What also follows is the vital ingredient missing from many how-to articles, that improve your chances of getting your newspublished...= Step 1 - Whats Your Story?1.1) Find your story, and develop it!1.2) Position yourself as being different1.3) Develop different angles - holiday and event tie-in articles - tips, articles, advice - politically and socially important editorial tie-in articles - new, unique products, Internet innovations and developments - human interest angles - interpersonal relationships on difficult issues - unusual events, unique personal accomplishments, unusual creative ideas - humor and wisdom, fun and tragedySome suitable news-sources to aid your research: - http://news.bbc.co.uk - http://www.zdnet.com - http://www.backwash.com - http://www.moreover.com= Step 2 - Think Like A Journalist2.1) What reasons would an editor want to publish your news (what benefits are there for them?) - is it relevant? - is it mildly interesting? - is it newsworthy?2.2) Make the main benefit the headline - the only purpose of your headline is to get the attention of the editor, to get him/her to read your release - write headlines from prospects point of view (use the words YOU, NEW and/or How To in headline)2.3) Remember the subtext2.4) Remember K-I-S-S (keep it simple stupid!) - write for scannability; write short, punchy paragraphs2.5) Remember to answer: "Who? Why? What? Where? When? & How?"2.6) Write the press release so it can be put into a magazine, with just a few simple edits= Step 3 - Mechanics Of Writing A Press Release3.1) The Title of your press release is vital - some say that 90% of your time should be spent on your title; make it bold & boastful (hot and shocking!)3.2) Opening sentence continues what you are talking about in the headline3.3) Tell your story in headline and leading paragraph3.4) Use specific, powerful (and true) testimonials - use convincing case studies3.5) Use a powerful guarantee, and draw attention to it3.6) - No more than 5 bullet points - No .DOC files - No attachments - No HTML3.7) Change passive words to active; use the words YOU; and link selling points3.8) For each sentence ask yourself So what? - remove if there is no good answer3.9) Edit your copy ruthlessly, over and over again!= Step 4 - Example Layout Of A Press ReleaseThis is a simple example of what a press release should looklike (more or less): -- Benefit (tell me more, 36-40 chars) -- What / why needed / how it will help (40-75 words) -- Include quotes -- Who aimed at (the facts) - who cares? -- Summarise; call to action= Step 5 - Is Your Press Release Ready?1) Is your press release published on your website?2) Better still, do you have an online press pack?3) Do you know what to do or say if a reporter calls?= The missing ingredient - K-I-S-SPhew! A lot to take in, I agree! The main trouble with doing all of the above is that your press release will be... L-O-N-G!Yes, the vital ingredient to your press release, the one factorthat WILL increase the chances of getting your news published isto: Keep It SHORT Stupid (yet another K-I-S-S !)Not convinced? Ask yourself these questions, then:* How many of these press releases do you think editors get to read every day?* How many long, badly-worded releases will they read before eventually becoming instantly put off just by the length of a press release?* And how much more likely do you think a press release will be read if its a SHORT, quick read.Keep your press release short, simple as that!= Appendix: Expert press release resourcesIf you want to know more about writing a press release then I canrecommend the following resources (but do still remember to keepyour press release short, eh?): * Articles 10 Tips For Better Press Releases by B.L.Ochman http://www.whatsnextonline.com Using And Writing Press Releases by Craig Lock http://www.nzenterprise.com/writer/creative.html Publicity STARTS with a Press Release by Kate Schultz of http://www.ezineuniversity.com How to Write Press Releases that Get Published - Paul Krupin http://www.roibot.com pnr.cgi?R26045_press * Links http://www.iboost.com/promote/press_releases/index.html http://www.pressreleasenetwork.com/ http://www.webpromote.com/products/prelease.asp http://www.ereleases.com/ http://www.web-source.net/web/Press_Release/ http://drnunley.com http://myws.sitesell.com/shopping101.html * Press release distribution http://www.prweb.com - distribute your PR for free http://www.downesmarketing.co.uk/freepr.html http://www.emailwire.com http://www.sourcewire.com= And finally...So there you have it - my checklist to writing a press release.If you need to learn more then do visit the above links. And thenjust make sure that you follow the checklist, and: * have a story to tell * think like a journalist * format the press release properly Do keep your press release short, then keep an eye on those publications - seeing your site in print is a great feeling!

About the Author

Steve Nash is editor of a twice-monthly newsletter calledPromote! Promote! Promote! Subscribe by sending a blank email topppromote@getresponse.com . To learn more about writing good copyfor your press release, website, email (or anything) visit MakeYour Words Sell NOW! and learn from a net copy-writing master -http://myws.sitesell.com/shopping101.html