by Blue Schmidt

Created on: March 28, 2010

Writing, optimizing and distributing an effective press release can help your business or other organization gain media attention. A press release is a communication intended to provide the media with information on something newsworthy. If you want to gain exposure for yourself or your business, product, non-profit organization, or club, you'll need to master the art of press release writing and distribution.

An effective press release begins with specialized writing skills. The creation of a press release requires the use of a unique format and a style that is unlike most other types of writing. According to Mickie Kennedy, founder of press release distribution company Ereleases, an effective press release must be concise, well-written, factual, timely, and honest. Your press release should also answer the key questions of journalism: Who, what, where, when, why, and how? If you are unable to answer those questions in your press release, you may not be promoting a genuinely newsworthy happening. Go back to the drawing board and look for a way to make your story more appealing to journalists.

If you don't know how to write a press release and have no desire to learn, you have several options. Large businesses often hire public relations firms which, among other services, write and distribute press releases. Unfortunately for individuals and small businesses, this option is cost-prohibitive to those who don't have thousands of dollars to spend on a monthly fee. It's also possible to hire a public relations professional as your own employee; your new hire may not be as experienced as PR pros working for big agencies, but he or she will be focused entirely on promoting you and your products or services. But organizations that don't generate enough work for a full or part-time employee may not find this option any more attractive than retaining a PR firm on a monthly basis.

Perhaps the best option for smaller businesses is the use of a press release writing and distribution company. Many professional services are found online, ranging in price from free to several hundred or thousand dollars per press release. It's wise to avoid "free" press release distribution services, as these are likely to be ineffective and may harvest your personal data for unsavory purposes. Likewise, the most expensive press release distribution services aren't always the best; some unethical companies run up the bill with additional services that you don't need or unwanted monthly

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