Focus on Search Engine Optimization
Having a very good headline and injecting quotes can make a press release good, but this will be for naught if you fail to include SEO techniques. After all, over half of Americans search on the internet as their main news source.
This means your press release should integrate suitable keywords without seeming forced. Not only will this help people find your press release much easier, it will build upon your site's search engine results.
Automatically Get Down to Brass Tacks
When you're posting an essay or term paper in school, it is okay to have an awesome lead in and build up to your point. This is not necessarily the case in press releases. You really need to immediately get to the point. Reporters are busy people, and you want to automatically get their attention. If you fail in this effort, your press release may just end up published as-is and have no media follow-up whatsoever.
Keeping it to a Page
Again, reporters are fast paced people. This means they may not be likely to sit down and read an overly long press release. Always keep your press releases beneath a page when possible.
This will raise the likelihood of reporters paying attention and also force you to give attention to only the main points of your announcement. It doesn't mean, though, that you cannot include links and information on where to learn more.
Press releases may appear to be relics of a time long gone, but they didn't become irrelevant. The easiest way to utilize them has simply evolved. You should use every advertising tool at your disposal, and press releases are a proven method.