• For starters, look at the publications that you would like to pick up your story. Take note of the types of articles that they run. You want to write a story rather than go on and on about how great your company is. Choosing to write about points of interest to a publications readership is a good idea. Timely and “hot topics” always serve as a great slant for your article.
• Determine how you can best address your chosen topic and write about your company at the same time. As a rule of thumb I would spend more time talking about the subject matter of your article than your company.
• If applicable, answer the who, what, where, when and how questions.
• Keep your article to 400-500 words. You can write more and than edit it down if necessary.
• End your release with a brief paragraph about your company and whom the media should contact for additional information.
• Your article should be informative and entertaining. This approach keeps it interesting. It is an added plus if the information you provide is useful to the reader.
• After you are done writing your release, have someone else read it over. They can help you spot mistakes and areas that should be cleaned up.
• When you are satisfied with the finished product, send it to the media outlets (publications, TV and radio programs, websites, etc.) that you have targeted to carry your story. In most cases you will want to send it to the reporter/editor that tends to feature articles similar to the subject matter of your article. This is an important point. You may think that your article is destined for the real estate or business section; however this is not always the case. For example, let’s say that you wrote about the fact that you are an appraisal company owner that has recently lost 30 pounds due to lifestyle changes.

Weight loss stories are always popular. Depending on how the article is written, it may be better suited for a prominent place in the Lifestyles section. Any publicity is good publicity. When choosing a topic remember that potential clients read more than the business section.

• Send the article, usually via email, with Press Release in the subject line. Also end the article with ### centered on the page after your last paragraph. This is an age old format used to signify that your release has ended.
• Lastly, effective press release marketing campaigns are without end. Every so often send out a new release. Don’t despair if your first story isn’t picked up. Monitor your results and feedback and learn from them. Your ultimate goal is not only to have a story published, but to develop key media contacts and establish a mutually beneficial relationship with them.

Press release writing is one of those things that is easy to learn and takes a lifetime to master. There are plenty of resources available that can further enhance your press release writing skills. However, if you follow the above suggestions you will be well on your way to developing key media contacts and reaching a far greater audience than your competitors.

Doug Landers is a Buffalo, NY based real estate appraiser and also provides marketing services and Quality Assurance Reviews to the appraisal industry. You may learn more about Doug and his services at http://www.douglaslanders.com