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Before you write and issue a press release, ask “Is there news value in this story? And, “Does it warrant a release?” Too often organisations feel obliged to write press releases using material that is not newsworthy. Fact: if the journalist does not consider it newsworthy, it won’t get coverage. Your aim is to get coverage and raise awareness among your target audiences.
There are key elements that a journalist looks for in a story — and the human interest angle is key. Do you have a human interest angle, and can you show that your news has an impact on people?
Once you have decided that you have a story to tell, you need to draft your release abiding by very clear rules. These rules are designed to make it as easy as possible for journalists to use your material.