Do you find your press releases often end up in the editors recycling bin? You are not alone. Everyday, I, as editor at creativematch and in previous editorial roles, trash masses of press releases, mainly because they are boring.

There is, believe it or not, an art to getting coverage and, short of hiring Max Clifford, here are a few tips that will help you get your company news before the eyes of potential customers.

Simply said

The first thing to think about is your message. What are you trying to say? Perhaps your company is launching a new product or service, has achieved something outstanding or done something unusual or different. Try to write it down in one sentence using simple words as this will help you conceptualise it. This will be the basis of your first paragraph and should be a summary of the story you are going to tell.

You may have more than one bit of news to tell the world, but do not include too many different bits of news in one press release so that it is confusing. Send two separate releases if necessary. So simply said, keep it simple.

What is your angle?

Once you have your message, (we are launching a new product, for instance) think of an angle. Think about the benefits (does it save people time or money for example), or its unique selling point and how it will help the user. Remember all news is ultimately about people and how they are affected by what you are writing about. So if it's a new website for instance, you write about how it will benefit users.

Go for audience appeal

Think about who you are writing for. Are they specialists? Is it the masses? children? the elderly? As a rule, unless you are writing for a highly specialised audience avoid jargon as it is an instant turn off to most people. If you have to use it, explain it and try to think of an everyday analogy to help people understand what the hell you are talking about. The aim is to make your news accessible to as many people as possible. Publicist Jo Sensini also warns about using language that is too complex: Too many passive constructions and Latinate words just make for dull reading. Do not use unnecessarily long words or sentences when short ones will do the job just as effectively.

Waffle and your release is toast!

Do not waffle on and on and on! Include the main points about your service or product but you do not have to include every last detail. Simply include your contact details and say  to call it for more information. If they do call that is when you tell the editor all about the widgets little thingummybob! Do include vital information though. Here Jo advises: Think of the questions a reader might want answered, for instance when does the campaign go live, who is it targeting, what is it aiming to do?

In other words, keep your release relevant and to the point.

Did you say something?

Include a meaningful quote from someone relevant. Avoid quoting people who are stating fact, because you can write that as a fact. A quote should add a human, and therefore interesting, dimension. Jo says: If you quote someone in the story, try to use it to communicate an opinion which actually adds value to the story.

Image is everything

A picture paints a thousand words they say. Well, a good or unusual image paints a google of  words in news and is guaranteed to get you coverage. So include a good, clear, well framed image and try to think of something different, funny , cute, exciting, or aesthetically wow  

Heading for the top

Write a good headline. Now a good headline is not necessarily funny. Firstly it has to convey the message. Secondly it has to be to the point. Then it can be funny, say a play on words, alliterative, lateral, literal or just plain clever...

Do all three of the above bingo, you have a good headline. A headline should also strictly have an active verb in it or it becomes a label. A boring label.

So what are you waiting for? Send me some news!