8 Terms to NEVER Use in a Press Release

'We're thrilled to announce our new product launch," said Joe Smith of XYZ Inc. "We are proud of all the hard work our team put in and are excited to watch the success unfold."

How many times have you read a quote like that from a bigwig at a company or the mayor of the city? Chances are, it's a lot. While the readers might not know that many quotes in a story are written by PR professionals, the journalists definitely do and when they read quotes like the above that are dripping with overzealous emotion and fake positive attitude, they're likely to roll their eyes and move on to the next headline in their inbox.

To give your story (and your client) the best chance of landing some news coverage, skipping those overused words and phrases that make journalists cringe is crucial.  PR Daily recommends omitting the following words and phrases from your press releases:

1. Pleased/proud/thrilled/excited to announce

2. When asked for his/her input

3. Best-in-class/Best-of-breed

4. Wealth of experience

5. For the first time ever

6. This event boasts an impressive lineup

7. Just in time for

8. Once-in-a-lifetime opportunity

Can you think of anymore overused words of phrases PR pros should avoid? We want to hear from you!

Press Release Follow Up Etiquette

You developed your media pitches and press releases, sent it to various media outlets and what's next? A follow up! A follow up after sending a press release is just important as washing your hands after gardening. After you send out your releases, give the media approximately two days to read them and then proceed with a follow up.

When doing your phone call follow-ups:

1. Keep your conversation short and brief - First and foremost, when making phone follow ups, be sure to ask if its a good time to talk. Journalists and Writers are usually busy and are always on the go, therefore know exactly what you are going to say prior to making this phone call. 

2. Don't be pushy, but be assertive- This is self explanatory. When calling be sure and confident in what you're saying.

3. Be interesting and enthusiastic- Don't call to explain exactly what you included in the press release, this approach can become monotonous very quickly and journalists don't have the time. 

4. Always thank them for their time-  Common courtesy plays an important role in PR. Don't forget your manners. 

In these modern times with all the social media and different ways to contact persons via the internet, making phone calls is not usually first on the list for some persons when following up. However, it deems to be very effective so the next time you have to follow up,  pick up the phone and follow the aforementioned etiquette tips! 

Five Reasons Why Your Press Release Was Rejected.

In the PR world, writing a perfect press release and getting your story covered is an achievement every PR professional works towards. Writing a well worded press release definitely has a major role to play in getting your story covered but there are other elements that add to the perfection of a press release.

Everyday a great number of releases are rejected by reporters due to various reasons. Wondering why your press release was rejected? Below are five reasons why:

1. It's too long- Concise, Brief and Succinct; the aforementioned words should be your best friends. In this fast paced world, reporters don't have time to read through a long press release. Keep it short and to the point.

2. It's not newsworthy- Always remember reporters want to cover something that's newsworthy, they are not interested in a sales pitch.

3. No use of AP style-  In most cases when a reporter or journalist receives a press release, they use exactly what is given to them.  Not having your press release written in AP style gives reporters extra work.

4. No contact info- Why submit something so informative and not leave your contact info? Including your contact info is key to a press release; don't make the mistake and forget this essential element.

5. Bad writing and bad grammar- Reporters hate bad writing and bad grammar. Therefore, take your time and re-read your release and get a second eye to point out any grammar mistakes.

Out With the old, in With the New: Overused PR Words

The perfect press release is like a work of art. If done correctly, it can be an exceptionally beneficial tool for your client. However, if done incorrectly you risk damaging your reputation with journalists and bloggers – essential relationships to have and maintain as a public relations professional.

Our industry involves choosing your written and oral words carefully, and press releases are no exceptions. Although you may believe you are thinking on a different wavelength than your PR competitors when writing your releases, we are all guilty of overusing words that make our clients seem better, smarter or more alluring than the rest. These predictable words tend to lose their luster, and ultimately their meaning and value.

At the end of 2012, SHIFT Communications collaborated with Marketwire to sample 5,000 press releases from the course of the year. As a result, the 50 most overused words in press releases were revealed. The goal was for PR pros to use these words with discretion or find applicable substitutes in 2013.

The following are the top 10 most Overused PR Words of 2012. See the infographic for the top 50! Be sure to keep these words in mind as you’re writing press releases this year.

1. Global

2. Forward

3. Leading / Solutions

4. International

5. Growth

6. Well-positioned

7. Announced

8. Best

9. Performance

10. Experience

This guest blog post was written by PRowl Public Relations staff member Samantha Miller.

Check!

I am often guilty of speeding through a news release, without paying attention to the nitty gritty details. Bad. Yesterday, however, I came across a great checklist to use post-release writing. Check it out:

1. Is my headline specific? Be sure that your headline matches your content. While this may seem obvious, your release will bode better if you pull specific words and terms from your release to use in your headline. Not only will this give you a more specific headline, but it will also be more  effective, thanks to search engine optimization (SEO). 
2. Did I use active voice? I am especially guilty of this. Tone down the extra words and phrases in favor of more direct statements. Instead of "Jane Doe has been awarded Grammy Award for excellence in songwriting," try "Grammy Awards select Jane Doe for Best Songwriter." This serves as a more impactful statement.
3. Can I chop three words from my headline? Remember: short, sweet, and to the point. Eliminate useless fillers that garble up your headline, instead chop off 3 words from your first headline. Of course, be mindful that your headline is still coherent. The point is to be brief yet effective.
4. Does my release answer the five Ws? I always advise other students to answer the 5 Ws in the lead paragraph of a release. Who? What? Where? When? Why? The rest of the release should focus on details, relevant quotes and resources.
5. Did I do a five-step proofread? 
1. Read out loud: I swear by this. Just reading things in your head will not help you very much. Reading out loud will give you a sense of how you actually sound, and help you with grammar, tone and syntax. 
2. Get a second pair of eyes: No matter what you are writing, this is strongly recommended. A second opinion never hurts, and a fresh set of eyes will do wonders for your release because your release may make sense to you, since it is your expertise, but it may not be in layman's terms.
3. Read your story backward: If you want to be extra vigilant, try reading your release backwards. Because you are not accustomed to reading this way, it will be that much more obvious for you to catch a mistake.
4. Focus on the numbers: Triple-check your dates, times, data, etc. It is a HASSLE and honestly a crack in your credibility if you are publishing incorrect information.
5. Print it out: We receive so much information via the computer screen that we are used to just scanning a page. Try the old fashioned way and just print your piece out and take a red pen to it. Guaranteed you will find something that your eyes glazed by.

Do you use any of these methods when proofreading your release? Have any additional suggestions? Let us know!

The Nitty Gritty Numbers of a News Release

In recent years, news releases, also known as press releases, have been said to be on the downfall. The more and more the digital age takes over, the less and less people are writing. Although the need for the traditional news releases may be coming to and end, aspiring PR pros still need to learn the basics. 

Formatting a news release, to me, is the most difficult part of the process for writing a news release. There are many different ways to format a news release. To get a a better understanding of the traditional news release format, keep these numbers in mind:

1. A news release should only focus on one topic.

2. Headlines should be a maximum 8 to 10 words. 

3. Use 25 words  or less in the first line of a lead paragraph.

4. A lead paragraph should be no more than three to five lines.

5. The boiler plate should be 100 words or less.

6. The maximum length of a standard press release should be 400 words or less. 

Can you think of any numbers to keep in mind when writing a standard news releases? Let us know!

Plan B

You've spent hours crafting and proofreading a press release, one that you just sent out to the media. A couple days go by, and not a bite from reporters. So now what? Yeah you can follow up by emailing, calling, the works. But before you pull your hair out from frustration, consider the following points via PR Daily:

• Remember that timing is critical when pitching: Consider what is going on in the world when you are pitching. If you are pitching a farmers market in the midst of a national disaster, then obviously your pitch is going to get pushed to the back burner. Sometimes reporters will pick up on your story after a couple rounds of pitches, simply because the time is right. 
• Sometimes it takes a while, too: Of course it's better when a reporter gets back to you immediately. But sometimes it'll take a while, depending on several different factors like time, place, market, etc.
• It's not always about timing, of course, so trust your instincts: While someone can get back to you months after your initial pitch, maybe its time to switch it up after a while. Sometimes we can be so focused on just getting the pitch out and running that we neglect to see when the body of our story is lacking. 
• Regrouping with colleagues always helps if you need a new perspective: Another set of eyes are always beneficial when you're in need of an extra push. A colleague may be able to show or tell you something that you missed. Even a family member or friend could be of help, after all, they're representative of your target audience. 

Have you ever been stuck when reporters don't respond to your pitch? What was your Plan B? Let us know!

PR Writing: Revamping Your Quotes

A big part of writing the most effective press release you possibly can, is including quotes. Quotes are your chance to back up your words with a credible source and to even give a more personal touch, something that is not normally encouraged in news writing. Check out the following tips to improve your quotes:

Trash those lazy verbs: There is a kind of science behind including quotes; word them too corporate and it sounds contrived. But use buzzwords like revolutionary, virtually and etc. will annoy journalists. “We expect our new, revolutionary technology to not only leverage, but virtually sweep out competitors.” This quote serves no purpose in a press release, besides to take up useless space. Instead, try rewording your quote as: “We have heard our customer’s needs for a more reliable update to our mobile app. In response, we have fixed any bugs in our system and are confident in our title as the leading competitor in the mobile app market.” This way, you have both met your customer’s needs, as well as delivered it in a straightforward, understandable manner.

Keep it conversational: No one likes a phony. One of the biggest problems with quotes coming from the head honchos of major companies is that the audience knows that execs have “people” do write things for them. After all, who says “We expect our new, revolutionary technology to not only leverage, but virtually sweep out competitors?” Keeping your language conversational will foster a more trustworthy connection between your client and their audience.

Step up your interviewing skills: It’s hard to grab great quotes when you’re not interviewing your subject thoroughly enough. Make sure to hit the following points:

• Anecdotes: a real-life example will bring a personal touch to your release and often catches the attention of readers. 
•  Metaphors: how does your client’s product compare to something that is familiar to your audience? 
• Listen for crossroads and epiphanies: does your client have a rags to riches story? A journey to reach where they are now? 

Do you ever have trouble finding good quotes to include in your release? Do you have any tips to add? Let us know!

Rejuvenated Releases: Writing a Punchy Press Release

You’ve been asked to write a press release for a client. You go over the steps in your head: Start with an enticing lead sentence, find a quote for the second paragraph, gather statistics and include a few lines about the organization. Although this may be the correct procedure, is this really all that can be done to draft an exciting, newsworthy release? According to a recent blog entry on Ragan.com, much more is involved in making a press release effective and enjoyable to read.

Consider the following guidelines:

• Give readers a reason to care: If you’re covering a bland topic, brainstorm for unusual leads and less obvious angles. This will help in making the release more interesting. Never hesitate to ask a colleague, “Do you find this enjoyable to read?” Remember not to be offended when they offer suggestions. A colleague can provide needed insight into how successful a press release will be once in the hands of a reporter.

• Go beyond text: Audio, screenshots and videos can help aid in delivering a message. If you see a chance to stray from the traditional press release, go for it!

• Include a call to action: Reporters must enjoy your release if you expect them to cover it. Remember, however, that once this happens, readers outside the media will see your content. Readers can help spread the word and do some PR leg-work. Links to a survey on Facebook or a suggested tweet are excellent additions to the end of a press release.

• Edit well: Your writing must meet the grammatical standards of journalists and reporters but beyond that, a press release is a reflection of your client. Poorly edited press releases bring about negative attitudes and diminish reputation.

The above suggestions can help turn seemingly dry content into a relevant, newsworthy press release. In addition to these guidelines, using as much creativity as possible can only help in PR writing. Get your media list ready, it's time to send out your press release! Let us know if you have any additional suggestions to make!

This guest blog was written by PRowl Public Relations staff member Frank Kunkle.

Right, Wrong, and Risky Words with SEO

We all know that Google takes the cake for being the top search engine, but did you know that websites get about 90 percent of their search engine traffic from Google searches?  Statistics like these should play a major factor in how you might go about writing your next press release.  

My professor for my New Writing and Media Relations class spoke about a great starting point for utilizing Search Engine Optimization, or SEO. First you must evaluate your good words, risky words, and just plain old bad words to use in a press release. He started by having us write a statement for a client. He then directed us to a site called Wordle, which allows you to plug in a group of words to create a visual representation of how often a word or group of words is used.  The key was to see which words were prominent, if your bad or risky world were small in comparison to the good words you should be highlighting. By seeing which words appear most often, you can tweek and change your press release as it relates to which words you want to appear most.  

By having a visual representation you can understand how Google views your content. When you use your good words more often, they become key words which will be associated with your Google results in searches. Essentially when your content has a correlation with a word or set of words it is factored into Google’s algorithms which helps users search best find their results. 

If you want to think about how you want your client to be viewed or associated, this should help you evaluate your good, bad, and risky words.  By recognizing these words using Wordle, you can then emphasize key words to highlight the most important content in your press release resulting in successful SEO.

My First Press Release

This past week I experienced writing my first press release. We've all been there, that first time when you have absolutely NO idea what a press release entails, with the sure chance that your teacher or employer will flat out turn it down. Well, maybe you're not that dramatic, but I was! Fortunately, PRowl's Firm Director Niki Ianni helped me through every step of the process and gave me a solid foundation on how to write and pitch a press release. Below are some pointers I've learned so far:

• Provide enough information so that the person you're pitching to won't have to go out of their way to research your event, but at the same time won't yawn at the sight of your 3 page long release.


• Language matters, every word can carry a different meeting so tread carefully to ensure that you sound excited while at the same time professional.


• Pitching, now this one had me kind of confused. What is pitching? Am I supposed to just reiterate what I said in the press release, because that's what the purpose of it is, right? To get someone to cover your story? Well, no, not exactly. A pitch is what you will include before your release, and basically entails why your story should be picked up and how it will be beneficial to whoever is receiving the release.
  

Hopefully, for you who have yet to write a press release, you will take these tips into account and rest assured that you're not alone! Do you have any additional tips for first-time press release writers? Let us know!

Search Engine Optimization: Press Release Edition

Gone are the days of sending your press release to solely journalists or media outlets. The reality is, your audience is everywhere and you need to make your pitch known from all angles. However, many PR pros aren't taking advantage of search engine optimization (SEO) to relay their message quickly, effectively, and with sufficient content that will be seen by over a billion users, all of which are potential clients in some shape, way, or form. Below are some ways that you can make your PR presence known:

• Keywords are the key: Avoid consumer speak. Be generous with your language, keep in mind that your audience does not think the same way as you. Use keywords that consumers will associate with your content and thus make it easier for your content to be found.

• Short and to the point: Just like any other press release, make sure your message is clear and precise because the bloggers, journalists, and other PR execs reading your press release will be pressed for time and eager to get to your story.

• Search smart: Most search engines only show a small blurb of your content. Try to set it up so that your most relevant information is in the first paragraph, so that when readers click on your link, they will get the main idea of the release.

• Link back! Include links in your online press release. This will make it easier for journalists, bloggers, etc. to cover you and find any additional information to include in their story.

To read more on building your content on search engine optimization, click here.

Organized Writing

When I have to write a story or press release, I tend to write in an unorganized method. But recently (and fortunately), my News Writing and Media Relations professor has shared his methods in writing media pieces.

In a few short steps we can brake down the process:

First is figuring out your lead. The lede provides the reader with the who, what, where, when and why in one to two sentences. As most of us know, the lede sets the tone for the entire piece, but its important to really think about your lede before you start writing the narrative. Think to yourself, "What do I want the reader to get out of this?"

Then we move to the quotes. Sometimes we don't have a lot to work with when it comes to quotes but its our job to make sure we let the quotes speak for themselves. The best quote(s) should convey opinion, something that only that person could say.

Next, its important after your finished writing your piece to walk away. This allows you to come back to your piece with fresh eyes. It can be especially beneficial when your not confident in your word choice.

Finally you proof read, which can be done in three steps. First read the whole piece and only look for spelling errors. Then read the whole piece for a second time and only look for grammar mistakes. Finally, read the whole piece for a third time and only look for AP style mistakes.

Feel free to adopt this method or tell us about your own method!

Revitalize your Writing

As students everywhere are approaching the school year a little faster than they all may want, it is a good time to dust off our writing samples from last year and analyze what could be done to help us grow as writers.

Setting aside the usual pet peeves that come with grammatical errors such as they're/there/their and your/you're, outlined below are some tips to keep your readers interested and to get your point across while writing.

• Be clear and concise. Keep your sentences simple to avoid confusion. Use only the most important details so as not to lose your reader's interest.



• Monitor your tone. While you may have certain feelings or opinions running through your head as you are writing, be sure to stay informative. You could risk your credibility by including your personal thoughts, or worse, keep the reader guessing your mood, resulting in them completely missing your point.



• Adapt. Especially when reading online, it is crucial to keep your paragraphs shorter, and to take advantage of bullet points or headings as a way of organizing your thoughts. Also, avoid strange fonts that could be difficult to read, or fonts that are too small.



• Focus. Read your work after you have left it alone for a few hours, and then decide if you are still on topic. Try making an outline before you start writing to make sure you are staying relevant in your piece.



• Practice! The only way to really improve your writing is to go over past documents and see what you could have done better. If you don't like the way a certain sentence sounds, chances are neither will your reader. Read things written by your peers to help you identify your style of writing and ways you can take yours to the next level.
  

What do you struggle with while writing? What helps?

How Thou Shalt Write An Excellent Press Release

As a Public Relations major, I have been thrown into the world of writing for the media and throughout my several writing intensive classes I have learned how to successfully write news advisories, broadcast releases, and letters to the editor. However, most importantly, I have learned how to write press releases. Every public relations class I have taken has always stressed the importance of constructing an effective and creative press release that will gain media coverage for the client. I found an article, The Ten Commandments of a Press Release written by Bill Stoller while looking for some extra writing tips. In the article, he outlines the ten “shalts” and “shalt nots” to help any press release get published.

1. Thou Shalt Be Professional. No goofy fonts, rainbow paper or silly gimmicks. Even lighthearted press releases represent a communication between one professional and another.
2. Thou Shalt Not Be Promotional. If you can't get enough objective distance from your company to write a press release that's not filled with hype and puffery, hire someone to write it for you.
3. Thou Shalt Not Be Boring. Even the driest subject matter allows for some sparks of creativity. Journalists like knowing that there's a human being communicating with them, not some corporate robot.
4. Thou Shalt Be Brief. Learn to cut out extraneous words. Keep your sentences short. Include only the points necessary to sell the story. The well-crafted one page press release is a thing of beauty.
5. Thou Shalt Know Thy Recipient. A features or lifestyle editor is a very different creature from a city desk editor. If you're promoting the opening of a new winery, the food and wine editor may be interested in all the details about what kind of aging process and wine press you're using. The city desk editor just wants to know when the grand opening is and what's going to happen there.
6. Thou Shalt Use The Proper Tense. When writing a hard news release (a contract signing, a stock split, a major announcement, etc.) use the past tense. When writing a soft news release (a trend story, a personal profile, etc.) use the present tense.
7. Thou Shalt Think Visually. A press release is more than words -- it's a visual document that will first be assessed by how it looks. Whether received by mail, fax or e-mail, a journalist, the reader will (often unconsciously) make decisions about whether to read the release based on how the release is laid out. Big blocks of text and long paragraphs are daunting and uninviting. Short paragraphs and sentences make for a much more visually inviting look.
8. Thou Shalt Tell A Story. How to arrange the facts of a hard news release is pretty much cut and dried. The old "who, what, when, where and how" lead and "inverted pyramid" concepts still hold.
9. Thou Shalt Not Bear False Witness. This may seem an obvious point, but it always bears repeating. Tell the truth. Don't inflate, don't confabulate, and don’t exaggerate. Don't twist facts, don't make up numbers, and don’t make unsubstantiated claims. Any decent journalist will be able to see right through this. If you're lucky, your release will just get tossed out. If you're unlucky, you'll be exposed.
10. Thou Shalt Know Thy Limitations. Not everyone can write a press release. A good feature release, in particular, isn't an easy thing to craft. If you just don't feel like you have the chops to get the job done, hire a professional.

What do you think of these “commandments?” Can you think of any of your own to add to the list? Let us know what you think!

Have You Un-Sucked Your Writing Lately?

We've all experienced that dreaded feeling of being obligated to use 'buzzwords,’ overused phrases and jargon in our writing. The term "For lack of a better word" may actually be a good thing when it comes to public relations writing. Let's face it, in the PR field we struggle to deliver a message to the public that is clear and unambiguous; a message that gets the point across and engages the public through expressive writing. The problem many of us face is how to remain creative without losing the public's interest in the organization's message no matter how complicated it may be. Simplifying the words we use does not equate to a loss of creativity but rather a broader, more comprehensible message for our audience.

Luckily, there is a tool to help those who wander in the purgatory of "fluff" words and terms. It's called UnSuck-It.com, and it may be the second best PR writing tool next to your AP Style handbook of course! Unsuck-it is a website that allows you to submit, search, define and sometimes laugh at the hundreds of examples of bad, over complicated business and communication jargon people use while identifying a better word or phrase to use. Some popular examples of over-used words the site lists along with their easier counterparts are: "Pre-Plan" or just plan, "Eyeballs" or viewers and "facilitate" or help. The site will help you and at the same time give you a good laugh with its sarcastic definitions and cynicism of media and culture today. As PR-squared.com sarcastically says in regards to the site's use - If only we could convince clients that all press releases needed to be “run through the Unsuck It filter” (read: “written in plain English”) before sending them to the wire services. Let’s work on that."

Simply stated simpler is better but often more difficult. The irony of the difficulty of finding a simpler word to use will be over once you give Unsuck-it.com a try. The word base is always growing on the site so user submissions are definitely encouraged. Remember the K.I.S.S. method folks: Keep It Simple and Short!

This guest blog was written by PRowl Public Relations staff member Jessica Lopez.

Alternative Uses for Press Releases

Press releases are one of the most difficult pieces to write in the Public Relations field. You only have a small amount of space to get your point across and get the public interested. As a result, many press releases are rejected from media outlets. It can seem like a waste of time writing so many press releases to just have them rejected and thrown in the trash. However, Mickie Kennedy of Ragan.com explains in his article “5 Alternative Uses for Your Press Release” that there are many other ways to utilize your rejected press release:

1. A Download- In most cases, your first draft of a press release is going to be long and detailed. Save this and use it as a handout for the public as additional information. This can also serve as motivation for the customer to join your mailing list when they request more information, and avoids the limitations of press releases.

2. Internal Memo- It is vital to keep your co-workers involved and aware and to keep the floor open for constructive criticism. Using your press release as an internal memo is time saving and also allows you to use a little more relaxed language, without being unprofessional.

3. Search Engine Optimization (SEO)- The easiest way to gain followers is by making yourself the first choice. Using your press release, you can insert popular keywords that will pop up whenever someone searches for a service, event, client, etc. you are representing. Just be sure not to make it seem like you are obviously trying to reel in visitors. For example when you type PRowl Public Relations into Google, this blog is the first thing to pop up thanks to keywords, immediately giving the public a direct line to PRowl PR.

4. Blog Post- While having your story published to a local newspaper can be beneficial, usually it is only the locals who are going to see it, quickly flipping through the headlines. If you turn your press release into a blog post, you have all users of the Internet as a potential clientele, reading your story and forwarding the link to coworkers, friends and family.

5. Sales Kit- In a press release, you are trying to make your organization’s products and services desirable to a vast public. Essentially, you are advertising and therefore, it is for the purpose of getting people interested in what you’re representing. This would be great to put into a sales kit once you tweak your press release to focus on your potential customers and write an excellent pitch.

As you consider the future of your rejected press releases, is there anywhere else a press release can be put to use?

For more information on Mickie Kennedy’s alternative uses for press releases, click here.

This guest blog was written by PRowl Public Relations staff member Marianna Morris.

Be Professional!

"I don't want to delete your press release, but sometimes I feel like you're forcing me to," said Chloe Thompson, an assistant editor at TMG.

How can you make sure yours isn't one of the releases that's getting deleted? In an article for Ragan's PR Daily, Thompson advises against five bad habits. In her article, Thompson reminds PR practitioners to avoid the use of pet names, slang and Internet lingo like "LOL." She also reminds PR practitioners to provide all of the necessary details in their releases, to be focused and to be concise.

Thompson's tips were all beneficial, but I found that most of them boiled down to two main points: be professional and do your job right. It is hard to believe that some PR practitioners need to be reminded to not address a journalist as "babe" or to remember to include an important detail like the date of an event in a press release!

As Thompson points out, simply taking the time to make sure your material is polite and well-written are the first--and critical--steps toward ensuring your press release gets read. "Just do your part, and I promise I'll do mine," Thompson said.

The Most Amazing Press Release Ever Written

The press release is the modern foundation of media relations. It is the "go-to" tool for public relations practitioners when they pitch the media to obtain coverage. Writing press releases is a relatively standardized practice. You have the release date and press contact; the headline and the introduction paragraph written to grab the attention of the reader; a quote or two; and the boiler plate. If you use the standard format and have a newsworthy item to pitch, hopefully you will obtain coverage.

So what is the most amazing press release ever written? Read the article here that profiles the author, Mitch Delaplane, and his press release. Let us say I was caught off guard by this press release.

What was your immediate reaction? Do you think this press release will lead to "coverage?" Let PRowl know what you think!

5 Things to Check Before Hitting Send

We can never be cautious enough when it comes to writing a perfectly-crafted press release. PRFuel offers five things to check before hitting 'send' to boost your chances of obtaining coverage:

1. Newsworthiness: If your story is uninteresting and irrelevant, then you are wasting everyone's time. Make sure there is substance and newsworthiness to your story because press releases without news value will ultimately damage the credibility and reputation of your company or organization. For tips on determining newsworthiness, click here.

2. Double-check claims & statistics: Although you want to present an interesting story and angle, avoid hype and unsubstantiated claims that are misleading. Always be sure to check every claim and fact mentioned in your press release to avoid issues of liability.

3. Optimize!: Because most press releases wind up online, it is incredibly important to optimize your story. Be sure to target key words in the release and the headline and provide relevant backlinks. For some do's and don'ts on SEO, click here.

4. Back to basics: All of the following basics should be included in every single press release:

• Headline and subtitle
• Release date
• Answers to the who, what, when, where, and why questions
• Contact information
• Brief bio about your company

5. Find the fluff: Tighten up your press release as much as possible by eliminated unnecessary excess information in order to entice reporters into asking for more information. Remove any jargon and make sure that your story and angle are clear and concise.

What are other things you should check before sending out a press release? Let us know!