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8 Requirements for Successful Press Releases

Successful Press Release Checklist:

1. Does it include what an editor wants?

Editors want press releases that cover: who, what, where, when, how does it work, how much does it cost and why will readers want to know about it. A list of sources that back up the facts in the release is very helpful.

2. Does it include news that can be used by a publication's readers?

You should always read the last couple of issues of any news publication or website where you want your news to show up. Try to find recent articles on similar subject matter and research what type of information the reporter included. Cover the same types of topics in your press releases that the reporter covers in their story and you'll greatly improve the chances that your press release gets selected for a story.

3. Does it include what problem the product/service solves?

Make sure your release does a thorough job of explaining how the product works. The reporter should be able to read the release and completely understand what your product does. You might let someone outside your company read the release and see if they can answer your questions on what the product or service does. If a novice can understand the release, you're in good shape. If not, you re-write it until they can.

4. What is the typical return on investment if the reader decides to buy the product?

Also cover how the product will provide a return on investment for the reader who buys the service. If you can show an editor the return, suddenly your release will become newsworthy for their readers.

5. Does it have some supporting graphics to go with the story?

Sending a graphic such as a shot of the product, a chart showing performance results, network diagrams or anything that gives a visual picture of what the release is talking about, the release will have 25% better chance of being published.

6. Does it have the right keywords included?

Keywords are critical to a press release's ultimate success. All news portals and most smart reporters now subscribe to News Alerts that fetch news stories based on certain keywords. If you want your release to be picked up by many different news portals, engineer your release with the right mix of keywords for each site.

If your product serves more than one industry, write a standard press release with the features and benefits, and then craft an industry paragraph that uses industry specific buzzwords. For example, if your company sells human resources software packages, write a release that touts the benefits of the software, but also write up a paragraph for healthcare, construction companies or any other vertical segment that fits. Make sure that the headline and the industry paragraph are in synch with the target publication and you'll get exposure across multiple industry segments.

7. Does the release tell the whole story?

Old school public relations pros would tell you to keep a release short and to the point. That was before computers existed and the Internet was born. Nowadays, their are hundreds of websites worldwide that publish press releases as is, with no edits. So if you tell the whole story in the release, the whole story will be presented to readers everywhere.

Reporters are always on tight deadlines. Most reporters don't write more than 5-10 stories a week. The easier you make it for them to cut a fully developed story from your press release and paste into their publication's story development system, the easier it will be for you to get a story covered.

8. Does the release have a call to action?

Just like an advertisement, all press releases should offer a call to action. Invite them to visit a website, download a free whitepaper, or fill out a form to request addition information. If you have something to sell, ask them to buy it online. Remember, the purpose of public relations and advertising is to generate sales, which ultimately provides a good return on investment for your marketing dollars. Think of mindshare awareness, education and credibility as the fringe benefits.