Even with all the changes social media has brought to our industry, journalists still appreciate a well-written press release. Press releases provide news content, story ideas and even background information for stories we plan to write in the future.
Whether you are writing a press release for the Business Journal or another organization, here are a few things you can to help it get attention and coverage.

• Have a newsworthy story to report. For the Business Journal, this could include business openings and closings, hiring announcements and new products.  
• Avoid industry jargon. PR News offers a good check list for finding and removing jargon from your writing. 
• Avoid superlatives such as “only,” “unique,” “breakthrough,” and “revolutionary.” Reporters are trained to rout out and question these words whenever they see them.
• Consider what the reporter covers (his or her “beat”). Targeting your release to a reporter who covers your industry and sending your information with a personalized email is almost always better than a “scattershot” approach of sending releases to a generic media list. This is especially true for large-city media outlets.
• If you are writing a press release about an event, consider changing your approach. Cover the “Five Ws” – who, what, why, when and where – as you would in any press release, but also include suggestions of the visuals that a reporter or photographer could expect to capture for their news outlet.
• Attach a high-resolution photo if you have one.
• Be sure to include information on how reporters or editors can contact you if they have questions, as well as a contact number or website for the public to learn more.
• Ask someone to proofread your release before you send it.