A press release can be one of the most important documents you write on behalf of your business. It tells the press that you have newsworthy information that they can share with their readers, listeners or viewers, which can translate into free publicity for you.

But before you jump in and start writing your release there are a few tricks of the trade and rules you must follow to write an effective release that will help you catch the attention of the press and generate maximum exposure for your business.

Step 1: Decide what you want to write about

The press is only looking for “newsworthy” press releases that do not serve as advertisements for individuals but express something that can benefit their readers.

Did you just launch a new product?  Has your company discovered the latest trend?  Find your news worthy information by identifying and outlining the: who, what, when, where, why and how of your release.

Tip: You can turn your release into a how-to-guide or tip-sheet that gives advice to readers. Example:  “7 ways to incorporate exercise into your daily routine” or “Top reasons why you’re not getting promoted… and how to change it”.

 Step Two: Write your release

Many editors don’t have time to read an entire release. They need the most important information up front to make a decision about whether or not to use your story. Make sure that all of the important information is written within the first two paragraphs. This is where your “who, what, when, where, why and how” should go.

Other rules to remember:

1. Avoid complicated language
2.  Keep it to no more than a page

If editors only read the first two paragraphs in order to decide if they want to use it, don’t waste time on a lengthy release

•  Proofread! Proofread! Proofread!

Don’t send a release loaded with misspellings, grammatical or punctuation errors

• Check all of your facts

The less work a reporter has to do, the more likely they are to use your story

Step Three: Prepare your release for distribution

Once you have finished writing your release there are a few final components you must add which include:

1. Contact information

Include in top right corner of page with a contact name, phone number, fax number and email address

1. Catchy Headline

In boldface above the written release that draws in the reader to the rest of the story

1. Include a quote

1-3 sentences from a representative of the company

1. Include “###”

Located at the bottom of the release to indicate the end

After you have finished writing your release there are several ways that you can share it with the rest of the world:

1. Send it to your clients, customers and colleagues via email or through your e-newsletter
2. Distribute it through a newswire service LadyPR.com or BusinessWire.com where it can reach thousands of editors and journalists by industry and location
3. Post it on your website

Follow these steps and you are on your way to creating effective press releases that can greatly benefit your company and establish relationships with the media.

Sherrell Dorsey is CEO and co-founder of Accession Public Relations and LadyPR.com that helps small businesses create a “personality” in the media. Her recently launched women-centered press release distribution service has been featured on FoxBusinessNews.com, PRWeek.com and WomenEntrepreneur.com. For more tips and advice on how to write and distribute effective press releases you can contact Sherrell at Sherrell@ladypr.com or call 973.900.6115. You can also connect with Sherrell on Twitter (LadyPRNews), Facebook and LinkedIn.