It’s difficult enough running the day-to-day aspects of a 
business, let alone trying to drum up new business as you go. 
But according to Shannon Cherry, APR, even if you have additional 
staff helping to get the word out about your products and 
services, location and prices, delivery and sales support, news 
releases can make your company grow faster. 

“A news release is sent to editors and journalists in order to 
generate a news story in the media,” says Cherry, president of 
Cherry Communications which helps businesses, entrepreneurs, 
and nonprofit organizations to be heard through marketing 
communications.  “It’s one of the easiest and cost-effective 
ways to get your message out there. If a reporter decides to 
run your release, your business receives space for free - and 
more credibility than just running an ad.”


Cherry explains that it’s critical in today’s business world to 
be seen, a key element in any business plan. She shares her top 
ten secrets to getting a news release noticed:

1) Your press release should sound like news, not an ad. You 
   need to make sure your news is newsworthy, so start thinking 
   like a reporter.

2) You should only send your press release to the media related 
   to the topic of your press release. Don’t just send the press 
   release to every reporter you can find. 

3) Keep your press release one page in length.  Truth is, most 
   editors will only read the headline and the first line or 
   two of your release. 

4) Your header, contact information and release date should be 
   at the top of your press release.

5) Use short sentences and double space your lines.

6) Your headline and first few sentences should grab the 
   reader’s attention. Write like the news organizations you 
   are targeting.

7) You should tell a story and mention your business, product 
   or service in the body of the release. 

8) Proofread your release many times. Look for grammar and 
   spelling mistakes.

9) Follow up is not only recommended, it is vital. But don’t 
   call every other day asking if your release will run. Call 
   once to see if there is any interest, but don’t nag.

10) Stick to the facts. Tell the truth. Avoid fluff, 
   embellishments and exaggerations. tone it down a bit.


And a bonus:

Use active, not passive, voice. Verbs in the active voice bring 
your press release to life. Writing in this manner helps 
guarantee that your press release will be read.