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How do you create a press release?

I recently opened my own office. I want to send out a press release, but am completely at a loss as to how to make that sound news worthy. has anyone had experience with this and what did you include in the body of your release? I understand how to format the release, but need help with content.

Thanks

Danielle

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Permalink Reply by Susan G. Salvo on May 18, 2010 at 4:09pm

How exciting Danielle.

Begin your press release with something that the newspaper or similar news agency considers interesting and newsworthy. Keep it simple and use a writing style that is direct and delivers a clear, concise message.

When composing your press release, use short words, sentences, and paragraphs, and write in the present tense as much as possible. Be sure your press release answers the who, what, where, when, why, and how of your event.

Use inverted pyramid style of journalistic writing—that is, place the most important information in the beginning of the press release and less important information in each subsequent paragraph. This way, if the editor has to cut the size of the release, then important information located at the beginning will not be eliminated (most editors cut from the bottom of the release).

Lastly, and most importantly, proofread your work and ask at least three other objective people to proofread it.

Also, if your release sounds too much like advertising, they may not publish it. But you might get a call from their advertising department.

Once written, contact all news agencies in your area. Ask for submission guidelines and follow them closely.

Be sure to attach a picture of yourself.

If you are submitting it electronically, be sure and use common document and image sharing programs (e.g., extensions that use .doc, .docx. jpeg are good).

Also, consider doing an internet search to locate and read a few before writing your own. It may give you some ideas.

Good luck and congratulations to you!!

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Permalink Reply by Jean Van Etten on May 20, 2010 at 2:18am

It's also important to send it to appropriate reporters/editors. If it's a straightforward "new office" announcement, then the business page might be the most appropriate for daily papers. So take a look at the various news outlet opportunities and target correctly.

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Permalink Reply by Rajam K Roose on May 20, 2010 at 10:08am

Here's a copy of mine that went out in the community paper. The San Diego Tribune doesn't really do press releases (go figure!). I also included a photo for them to include with the release, they didn't use the photo but did use the text. I love press releases and am surprised more therapists don't take advantage of the free marketing!

Rajam Roose
Therapeutic Massage by Rajam Roose, HHP
3103 Falcon St., Ste. I
San Diego, CA 92103
619-964-5821

Immediate Release

Therapeutic Massage by Rajam Roose, HHP now open in a new Mission Hills location!

Rajam Roose has ten years experience and success helping clients find relief from repetitive use injuries, sports and work related injuries. She has extensive training in deep tissue, trigger point therapy and myofascial release therapy and utilizes a combination of these and other types of massage to customize your session. She also offers spa services such as reflexology, bodyscrubs & wraps and LaStone Therapy. Rajam holds a San Diego Holistic Health Practitioner license, National Certification and is a Certified Orthopedic Massage Therapist.

Please visit www.RajamRoose.com for more information or call 619-964-5821 to schedule an appointment.