Your press release must be newsworthy. As a reader, is it the sort of thing that you would want to see if you were a paying subscriber? A quick question you can use after reading through your press release is – SO WHAT? If there is no good answer to that question – you better rethink your press release.

Do not become a press release blaster by mass emailing or faxing. Take the time to research your target publications. You should only send press releases to publications that you think might be interested in your product. Call the publication and ask who should receive your information. Don’t send the release to the publisher or executive editor. Rather send a personalized letter to an editor or reporter who will really look at your information and understand its relevancy.

Perseverance and reliability pay off in this area. Send out regular newsworthy releases to targeted media, and you will be rewarded.