Why even send press releases anymore? All the news reports on anyway is war or the failing economy or some unfortunate person down on their luck. Well, that’s true. A lot of what the media is looking for is news they can build into drama so that more television viewers will stay on the channel. But media outlets are also looking for refreshing, new topics that are nice breaks between the bad news so commonly reported.

The important thing to remember about a press release is to not write it for you. Your task is to write using verbiage that the reporter can easily and quickly convert into a message that can be understood by the audience. Reporters get paid for speed. They are obligated to find the news and then quickly turn it into a story.

Your job with sending press releases is to fuel these workaholics with news they can convert easily. That’s it. You don’t have to make a work of art. They don’t care about your press release being fancy. Reporters sure don’t want them to be long winded! That’s a real turnoff. But, most importantly, they don’t want your press releases to be plain and common.

What is meant by plain and common? News that has been reported on a hundred times in the past couple of weeks. You can take a beaten to death press release topic and turn it into a star document simply by angling the press release toward what your audience wants to know about and take interest in.

One of our specialties is seeing what your press release is about and helping you to kick it up a notch. So, don’t beat yourself up so much about “why” a press release should be sent. Press releases give you visibility, plain and simple.