1. Have a strong story to tell
  2. Research the publication or media outlet to match their style
  3. Make it relevant to their readers or don’t send it at all
  4. Keep it simple, just three or four paragraphs of three or four sentences each, with a logical flow and no jargon
  5. Present the information in decreasing order of importance
  6. Attach a low-resolution picture that tells a story (captioned)
  7. Don’t contact journalists just before deadline day when they’re busiest. Instead, try contacting them immediately afterwards (when they’ve got lots of space to fill)
  8. Build relationships with journalists so they recognise you as an industry expert
  9. Note there is no guarantee your press release will be used
  10. Send your release in the body of an email, not as an attachment

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