We work with a lot of journalists at Coya (see our page on PR here) (insert link to PR page!) but if you’re putting your own press release together then there are one or two important things to bear in mind.
The best way to think about this is to imagine you’re telling your friend about it in the pub or over a coffee. What is the first thing you tell them about it? That’s your opening paragraph.
Don’t say an event you’re organising is on Saturday, June 23 when June 23 is a Friday. Whoever you’re sending it to will notice, and if they don’t have time to contact you to find out whether it’s Friday, June 23 or Saturday, June 24 they may just not bother with your press release at all. Facts are important.
A story with good video or any video is far more likely to make the cut than one without.
Last but not least, include a contact phone number for the journalist and/or public to get in touch with. They may want to check something without which the story will not make the cut. Give them that chance.