Hallmarks of a good media release

1. A good headline is an invitation to journalist to read the release. If it is good, the editor will use it as it is in the papers.
2. Structure of a media release is an inverted pyramid. Put the most important points in the first para.
3. Having a quote will create human interest. Have someone important say something important that is not mentioned in the body text.
4. Picture tells a thousand words. It will help you get better coverage. Send video footage if you want to get into broadcast.
5. If your media release reads like your sales literature, it will be binned by the editor. Don't sell features, sell benefits.
6. If making an annoucement, make sure it is timely.