1Is the story newsworthy?
What value does it provide your audience? If there's no value, scrap it.
2Make sure the press release has the right structure
Headline, summary, intro, detail, quotes, contact details and accompanying media.
3Craft your pitch to the journalist/editor
A press release alone often isn't enough. Consider a killer subject line, 4-6 sentences of detail, make it personal, make sure they have everything they need to know.
4Create your distribution list
Research your target publications fully. Create manual or system generated list.
5Send your release
Most are sent via email, but also consider the press wires and social media.
Have you got an extras to give those tier one target publications like an exclusive interview or client story?
7Track your coverage
Consider how you are going to measure the success of your story.
8Share the results
Internally, with the management team and wider organisation
Externally, share your coverage on social media