You will be amazed at how a fresh look 24 hours later will help you discover mistakes, redundancies and ways to improve the text. If you decide to provide photographs along with a press release, remember to caption all pictures, providing essential information that briefly explains the images, including identifying all the people in the picture, the time and place the photo was taken and how the picture relates to the story told in the press release. If the expense of distributing photos to all media outlets is a concern, include a line at the bottom of the press release saying that photos are available on request. That will save money by ensuring that you only distribute pictures to those who are interested in possibly using them. Check with radio and TV stations to determine their needs and requirements for audio or video clips.
Timing is Everything Be sensitive to editorial deadlines.
Daily newspapers may be able to pick up your press release and use it immediately. However, weekly, monthly and quarterly publications have long lead times. Ideally, you should time the release of information to have the greatest impact with your target audience. For example, if the local weekly newspaper is the primary outlet, make sure you get the release to the editor in enough time so that a story will be published close to the date of your upcoming event. Consult with their public relations professionals to see if they can help you develop a list for media outlets in your area.