How to prepare your Press Release / Media Alert for an effective pitch your business story

A press release brings information to the attention of the press and broadcast media, and in turn the public, generating publicity.

The following guidelines should help you on your way.

• Include basic information. The release should answer the questions: who, what, when, where, why and how.
• Get your story across early. If your first sentence or paragraph is obscure, complicated or boring, journalists probably won't bother reading on.
• Keep the release concise - one side if possible, and no more than two.
• Avoid jargon, acronyms and abbreviations unless they are generally well-known by your target audience.
• Include quotes - draft them yourself if need be, but always get them approved!
• Don’t make misleading statements.
• Make sure your subject and style suit the target audience.
• For events, give a precise timetable and location, including clear information on any opportunities for photos and interviews in a 'Note to Editors' at the end of the release.
• Give the release a short title. The purpose is to attract interest so make it clear and self-explanatory.
• Put the date on the release.
• Always include a contact name and phone number, an email and web address for further information.
• Use double or 1.5 lines spacing to make the release easier to read.
• Check with all those involved for factual accuracy.
• Check spelling, grammar and punctuation.