In a connected world where information spread seamlessly, one of the most popular ways for a business to receive free publicity is by attracting (printed or electronic) media attention through Do-it-Yourself (DIY) press release. Most of the time, it takes time and work to get noticed by journalists especially if you run small business. However, the basis of a first-rate public relations campaign is your business press release. If you have established positive relationship with news editors, or hired someone who can catch them during their busy schedule, news press release is the most efficient way to get into the media.

Getting your press release into media's page is not always straightforward though. With limited space and attention given to promote so many businesses, most of press release sent to the media wind up in the trash. If you want members of the media to call you regarding stories you pitch, or the stories they are already working on, you have to send the right message in your press releases.

1. Get your five W's and one H of Reporting Correct.
   For journalist, facts are the foundation of every news article, thus, when basic factual information is need they often turn to press releases. This is the why who, what, when, where, why, and how of your story are so important. When creating a press release, take some time to note the facts about the news you wish people notice. This information is vital for the entire story, and you should reinforce them in the lead paragraph of your release so that news editors don't have to read much to get the gist of your message.
   
   
2. Write a brief-yet-catchy headline
   When writing a news, journalist always think from readers perspective. Therefore, headlines of your story should communicate the main idea of the story while capturing the attention of the reader with minimum number of words words possible. Headline of your press release should present the news in in a catch, but keep it in a informative manner, such as "The Many Hidden Costs of High-Deductible Health Insurance" and "Music Industry Sees Nightclubs as a New Source of Revenue".
   
   
3. Get readers' attention, hook them
   Once you've gotten your readers' attention, it's time hook them. Think about something that compel the reader to continue reading, such as a surprising fact or statistic, or a common problem faced by readers or a compelling question. This hook often communicates a common problem and a startling statistic, such as "Cancer Death Rate Dropped Nearly 20 Percent in 15 years" or "Is Living in a High-End Suburb Worth It?"
   
   
4. Quote experts' opinion
   As you go into more detail about the five W's and one H of your news, giving as much detail as you can in as few words as possible, you will beginning developing the body of your press release. In doing so, you should include experts opinion that the reporter can pull directly from your release. The media loves getting quotes directly from the source of the news and by giving them a quote or two. By including quotes from the first source, you make the their job easier while greatly improving your chances of getting mentioned in the paper. If possible you should use quotes that really highlight the impact of your news.
   
   
5. A Call to Action
   After you've gotten all your main points in, last thing you need to close your press release with a call to action. If you want reporters to call you for an interview, you should say so. If you want them to cover your event, make that your call to action. Don't forget to include your contact information.

5 Ways to Make Your DIY Press Release Stand Out