Writing a press release is your way to capture the attention of journalists in the hope that they will cover your story.

It is the most effective way to communicate to the press and if written well, will cover everything they need to know, quickly and succinctly.

Journalists receive hundreds of press releases every day, so how do you ensure yours stands out from the rest and isn’t ‘binned’?

- Your press release needs to be well written, relevant and most importantly – newsworthy. Is your story interesting enough to make it to print? Does it have a good angle that will attract the interest of the reader?

- Is your press release timely? Timing is key. There is little point writing about a launch/story/event that happened last year! Write about something new and you will stand a good chance of coverage.

- Quirky, strange and human interest stories are always going to attract attention, chiefly because we are all curious about other people’s lives. - Keep your press release short and to the point. Don’t waffle, treat it like a ‘news piece’ and keep it factual.

- Follow up on your press release by calling journalists to ascertain interest. If they’re not interested, don’t be afraid to ask why.

  • Jo Spencer heads up the Lake District branch of GAP PR and Marketing Ltd with colleague Polly Winder. Together, they help local businesses decide on the right marketing strategy for them – www.gapgb.com