Another thing about press releases from an insider’s viewpoint is that if you really want to have your story published, I have found that it’s best to keep it really personal. If possible let them know that they have exclusivity on your particular story. If you live in a town or suburb where there are only two or three newspapers or magazines, pitch to your favourite one or at least to the newspaper and the magazine which you feel will best suit your ends. Make a connection with the editor if possible and let them know that you won’t be sending the same information out to their competition. If you do this you’re more likely to have a published verbatim alongside the excellent quality photograph you submit along with the media release.
In one point I had a secretary working for me who was amazing with her ability not only in writing press releases, but in also having them published for me. She was tenacious and very successful and editors loved her, which was great for me. I spent often week after week appearing in our most popular newspaper with glowing media releases and stories (all true) that she wrote. She taught me how to write media releases and I think one of the best things she taught me was how to keep personalized. I went on to be able to write them for myself after she had moved on to begin her new career in another arts role. So take all of the above points about getting press with a press release in mind and at the same time remember to keep it human, this might just give you an extra edge.
