If you are going to give it a go yourself

If you are going to give it a go yourself, here are a few key things to remember in writing a news release.

Never call members of the press members of the press. It is thought of as a negative term these days. So, at

the top of your page it should read 'News Release', not Press Release. If the content of your release is time

sensitive, then the words - for immediate release' should be in the second line. This will tell the media that

the info in the release has an upcoming expiration date. If it can be used for a while, then it should read

'for release at will.' This will give your release a longer shelf life and it has a better chance of seeing its

way to print. Be sure to include your contact information. Keep paragraphs very short, one or two sentences.

Keep the entire news release to one page when possible.

Consistency is going to play an important role in this strategy. Forming a strategic alliance with the media

will be a key in your collaboration marketing plan. Some will choose to send releases media once a month for an

elongated period of time. Some plans span 3 months, while others choose a more secure year or more. Of course,

not all releases will turn into articles because big news happens and you will get sent to the bottom of the

pile. But chances are if you consistently send your releases, you'll see your name in print.