Write your Press release distribution with your audience in mind.

Now that you have your story idea and your list of media contacts, you're ready to start writing. First, you must come up with a killer headline. Since most Press release distribution is now sent by e-mail, a poorly written subject line will earn an instant delete. Headlines must read like actual newspaper headlines, something informative and newsy, but creative and engaging enough to draw the reader in. Press releases shouldn't be more than 300-400 words, and the reader should be able to understand the gist of the story in the first two sentences. Keep the tone and style appropriate for the content. If you're pitching a local TV news station, keep it conversational and the copy short so it can easily be adapted for reading on air. A press release for a newspaper should be meticulously spell-checked, follow Associated Press (AP) style and contain quotes and sources to back up claims.

Don't forget to include detailed contact information on the press release, including your name, telephone number, fax number, e-mail address and any relevant Web site links. Most of all, a successful press release doesn't just state the facts, but tells a compelling story that journalists will want to share with their readers and viewers.

Now let's look at the different options for distributing press releases, including e-mail and fax broadcasting.

The goal of writing and issuing Business Newswire is to garner positive press about your company or client. All press releases are inherently biased . So all press releases, even if written in the middle of a PR crisis, are "positive" press releases, since they aim to put a positive spin on even the worst news.

Good press releases walk a fine line between excessive self-promotion and dry facts. Press release writers need to channel their inner journalist. No exclamation points in headlines, no overblown adjectives, easy on the marketing slogans . Even a blatantly positive press release still needs to read like a news story.

For example, positive best press release service can announce the opening of a new movie, introduction of a new product such as the iPhone, availability of a new hospital service or program.

The U.S. Department of State issues press releases to remind journalists of diplomatic successes in the Iraqi area. Titled "Five Iraqi Orchestras Unite for U.S. Embassy-Sponsored National Unity Performing and Visual Arts Academy," this press release focuses not on the war but how music unites members of the country's warring ethnic groups.

One way to ensure that your press release reads like a news story is to take a balanced approach to your topic .Don't just talk about your specific company, event, product or announcement, but put it all in perspective. Include facts about the industry in general, recent buying trends and expert third-party reports.

Successful PR depends on relationships. A journalist is much more likely to consider a positive press release if the PR professional has invested significant time to build a relationship of mutual trust. One way for the PR professional to establish such a relationship is to always make himself available to the journalist as an honest source of information about the company or client. If the PR representative has helped the journalist in the past by commenting on a controversial issue -- or getting his client to comment -- the journalist is more likely to do the client the "favor" of running a purely positive story based on a press release.

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