When you write a press release, remember the dos and don’ts. They determine whether busy reporters cover your story or toss it in the trash.
The top ways to catch a reporter’s eye and avoid the garbage pile:
1. Appeal to your audience.
Like with all writing, consider your reader. More often than not she will be a busy reporter or calendar editor whose inbox is flooded with emails.
2. Give some love to the subject line.
This is the first thing your audience will see, so don’t overlook it. The inverted pyramid starts with the subject line, not the email message. Strike the perfect balance of straightforward and enticing. Save the details for the meat of your release. Let the reader know why she should open your email.
3. Provide all the facts-fast.
Again, your audience should be in the back of your mind throughout your writing. Your reader is in a hurry to get through endless emails, looking for a reason to weed out the unnecessary ones.