Have you started a new business, invented a new product or created a service that helps people in a unique way?  Then chances are, you have a story to tell.  Public relations is a highly credible, low cost way to build sales for your new company.  To get the coverage you need, here are some rules for creating press releases that get noticed:

1. Select the right media for your particular story:  Always begin by creating a press list.  This is a list of media that reach large numbers of your target audience and are looked to as reputable sources of information.  Then select different media from your press list to receive various types of stories.

2. Send your press release to a specific person: Major media outlets receives hundreds or even thousands of press releases daily.  To keep yours from being lost in the shuffle, take the time to research the name of a specific editor, news director or journalist to receive it.

3. Make sure the copy that does not sound like an ad: Too many press releases read like thinly disguised advertisements.  To be effective, your release must stick to the facts avoiding broad claims and hyperbole.  Tone down the sales language in your release and focus on clear communication. 

4. Give the media an incentive to respond: If your public relations arsenal includes studies, booklets or product samples, don’t send them along with your initial release.  Mention the tools in your release then send them later to journalists who contact will you for more information.