Writing a newsworthy press release is the do it yourself copywriter’s chance to hit the mark with free, wide-reaching publicity.
The headline is key. “Ricardo’s Jewelry Store Now Stocks Opal Pendants” is not news. If you open with description of your latest product and how good it is, your press release is destined for the editor’s bin.

A sales pitch is not news.

I will repeat this:

A sales pitch is not news.

What you need when you write a press release is a hook, a news hook that is.

Keep your audience in mind
Let’s say you want to target your local or regional newspaper. Your business, Ricardo’s, is a local, family-owned jewelry business. It has an interesting story about how it was founded by two gold miners in the 1850’s. Their grandson has now joined the family business after studying gold and opal jewelry-making.

Now you have something to build on when you write your press release. This is your hook. If you’re lucky, the editor may follow up and interview you or ask for further details and use it as something more. What started as a press release could end up as a feature article with photos.
What a great result from do it yourself copywriting - all from writing a finely-tuned press release that hits the mark.