You must have noticed that some businesses appear in the local newspapers and magazines over and over again. Do you wish that your business could be similarly featured in the local newspapers and magazines, too?

Publicity is no accident! You need to make it happen, and all it takes is a good press release (and a little shoving of the elbow).

What is a Press Release?

A press release is a short, one- or two-page announcement (mostly three or four paragraphs long) to the media - be it the newspapers, magazines or TV stations. 

 A press release is usually used to educate or inform the community or consumers about upcoming events, launch of new products and services, changes in the industry, new corporate developments, etc.  

Most stories you read in the newspaper (including magazines) actually started with a press release. These releases are usually submitted to the editor or the manager of the media organisation by a business owner, freelance writer, Public Relations agency, or a member of an organisation.

How Will Press Releases Get "Pick Up"?

As an editor, if I see a good topic, the press release actually helps me do my job by providing valuable information that can benefit or educate or inform my readers.

I simply "pick up" the story, edit or expand it to fit my magazine's style and available space. However, as an editor, I am not required to print any press release that lands on my desk or sits in my mail box. I look out for newsworthy topic, a well-written release and a clean and professional presentation of the release.

Make Your Press Release Relevant

A press release should attempt to be as interesting as possible to the readers of your target publication.

Every magazine, newspaper, journal and TV station has a slightly different readership, fills a different need for a reader and each publication specialises in a different style of news story or editorial feature.

Do study the magazines or newspapers or TV stations before you submit your press releases and observe for yourself what kind of stories they like to publish.

The moral of the story here is this: be sure to have the target media (in turn your target readers or customers) in mind when you choose your topic for your press release.  

Don't Forget the Photos!

I see having photos with your press release as an inexpensive and quick way to make your press release more attractive to me as an editor. It will make my job easier, and there is potential for your press release to be published.

I hope this short and informative article on press releases enlightens you on the potential impact press releases can give to your business' publicity and development at relatviely low cost with tremendous effectiveness (almost!).