Profit begins with PR...

In news releases, less is sometimes more. The average trade journal editor I've talked to gets 300 or more news releases a month! Really. The more work editing your release an editor has to do, the less likely they are to use it. Keep it short and focused. But be sure you tell all the facts. And try to be objective. A lot of new releases go unused because they read more like an ad than a news story.

Also, don’t flood editors with too many news releases. If your news releases start coming too often, the editor will be biased against you before she opens the envelope. I suggest sending one, single-page, double-spaced news release every one or two months. And be sure to include a photo whenever possible. Or better yet, put the hi res. files online like we do with PRnewsbureau.com

Many editors I've spoke with tell me they like our PRnewsbureau.com news service because it makes their jobs easier. We either email or mail them news releases (based on their preference) and they can download the text and photo in seconds -- on their own schedule. They also appreciate the fact that our releases are already in professional journalistic style -- saving them a lot of editing time.

- Phil Sasso