Press Release writing sounds simple but writing it effectively always is not so easy. If you need good media coverage as a PR professional you need to master the art of writing effective press release.

Before you sit down and begin drafting a press release just take a minute and answer these simple questions; is there anything "new" in my story? Is there anything unusual? Who is this story for? Would this be of interest to anyone outside my business? Last but not least having worked with numerous PR professional I see a lacuna in understanding where is the story going to be placed in the newspaper and magazine. Should you have any iota of doubt please don’t hesitate to pick up the newspapers and map the opportunity for your press release.

Our journalists our flocked with hundreds of release daily so a smart subject line will catch attention and create interest to read more. Since we all live in digital world and prefer sending and receiving press release on emails. It’s better to put the synopsis of your release in not more than 30 words in the subject line.

Another trick is to imagine your story is going to be covered on a TV or radio programme. A presenter generally has around 5-6 seconds to introduce each item e.g. "And coming up next ... why a local cafe owner is giving a free coffee this weekend to anyone born in December or a new resturant offering flat 25% to its first 50 customers." If your story was going to be featured on the radio today, how would the presenter introduce it? Asking yourself that question should give you the top line of your story.

Ideal press release should not be more than 300-350 words. A few quotes from spokesperson(s) are a must on the specific launch or an event.

Alongside this you should include "Notes to Editors" section at the end.