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The most important thing to remember about a Press Release is that it is one tool in a successful Public Relations campaign. Some believe the words "Public Relations" and "Press Release" are one and the same in meaning; others realize that a press release is a very useful tool in the overall public relations arsenal.

In my 20+ years of working as an active public relations professional, '''[http://presswire.com/ press release distribution]''' with experience in a variety of industries, one of the things I enjoy the most is writing a press release. A press release should convey, in a concise manner, a message that is accessible to a wide variety of audiences. The press release in its best form can be read by a reporter or editor who then wants to write or broadcast about the subject to their audience, which then becomes your audience when it is published.

As an example, consider a press release I recently created for a software company. The software package they had created had a very specific purpose, and therefore a "niche" audience. In order to best convey their message, and create a press release that would build awareness of their product, I interviewed the company's principles extensively, and also researched the media that served their intended audience. I then wrote a press release that targeted that audience through very specific media outlets.

Here's a "checklist" that comes from my experiences - again, I've been writing press releases on an almost daily basis since I was a sophomore in college, so I believe I have it down to a science. But I am also actively researching new ideas, and new approaches, as the press release continues to evolve in use and purpose.

Why would the media be interested in this story? If it's not of interest, it probably should be released. There are organizations that send out press releases about everything and the media no longer takes them seriously.

Research your subject - know everything you can learn about the product, the company, the spokesperson (or the person you may be quoting in the press release).

Research your audience - know which media outlets would be best for you to "pitch" to most effectively. Don't write a press release about a sports event and send it to a Business writer!

Write, edit, revise - Put the ideas on paper (or on screen). '''[http://presswire.com/ press release distribution]''' Write a draft that expresses what you have learned about your subject; don't worry about spelling or grammar at first. Be certain you have the message correct - don't be afraid to ask your client or your subject follow-up questions. Edit for spelling and grammar, and share with your client or subject for additional input. Revise your draft accordingly, use your computer's spell check program (it is your friend), keep a dictionary and a thesaurus near you at your desk, and be certain you understand fully what you are writing about - you may get a call from a reporter with a question based on what you wrote, and you don't want to get caught unprepared.

In this phase of the writing, double-space your copy. It gives you greater room for editing (and writing in the margins).

Err on the side of being brief rather than verbose. The media are usually very busy, and they have a short attention span. Write a good headline, and a great first paragraph (or lead).

Your headline should be concise and compelling - remember, people scan quickly.