Checklist For A Successful Press Release

Successful press releases will create a presence for you in your target market. They will help build both recognition and a customer base in your locality. However, success depends on your release getting to your targets and being noticed.
There are certain characteristics that are common to successful press releases. Consider reducing these to a checklist for your future press releases.
Strong Headline
Contact Information
Well Written
Concise and to the Point
Where and When
Distribution
Strong Headline
Properly used, a press release is much like free advertisement. It should have a title or headline that grabs the attention of the reader.
Contact Information
You must include correct and current contact information in your release. If the contact information is for someone else, make sure that person knows they have been listed as a contact. If information is not correct and current, you could lose the opportunity for additional recognition and exposure.
Well Written
When your write your press release, write it professionally. Copy should be well written, with no errors in grammar or spelling. There are certain things that should be included.
What to include in your professional copy:
Business name and location
Date and location of event
Contact for additional event information
Brief description about the business or organization and their importance
Your press release should be formatted in a professional manner. The date and recipient(s) should be listed in the upper left-hand corner, with the contact information underneath. Use “For Immediate Release” as a heading, in bold and centered. Underneath that, enter your headline or title, again centering and using a bold font. When you have finished that, begin your copy, using a double space format.
Concise and to the Point
Make sure your opening sentence is direct and to the point. Do not pad the release. Remember this is a business article and should quickly convey the points you are making.
Where and When
Double-check, even triple-check dates, times and locations of an event. Nothing is worse than having someone show up a day late.
Distribution
Before you start sending your press release around, make sure you have defined your target market and location. After that, research the different media outlets that serve, or potentially serve, your target market. When you have done that, then send your press release to every appropriate outlet.
In order to make your distribution as effective as possible, double check phone and fax numbers. Make sure you are targeting the correct media outlet departments. Often one press release would be of interest to several different departments.
Timely Delivery
You have several choices – email, snail mail or faxes. Take into consideration the fact that the recipient has deadlines and that each form of delivery has its own time frame. Pick an appropriate manner of delivery that optimizes these considerations.
Keeping this checklist in mind as you start writing and sending out press releases. If you do, you will find that recognition and visibility of your business or organization has grown along with interest in your products, services and events.