3. The text should be-lively and ‘newsy’ straight to the point, so that journalists can immediately see the purpose of the press release.

4. A relevant quotation can be included, if possible.

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5. The text should not be too long and preferably should be on a single side of paper.

6. The typing or printing should be double-spaced so that journalists have room to write alterations.

7. The text should be well written in the language of the market.

8. The press release should be with the name, address and phone number (home and office) of the agent or export salesman or whoever else can supply additional information. (It should be made sure that he will be ready to give such information.)

9. Photographs are to be included if they are relevant and if the public­ity budget can afford them.

10. The timing of the press release must be planned carefully, keeping in mind the dates and times of journalists’ deadlines.

A press release should not be sent just before a holiday when nobody will be avail­able to deal with any press editorial publicity. The timing of editorial publicity should be coordinated.

11. If press releases are put out in more than one export market, their timing and content should also be coordinated.

12. If press releases are sent out too often or on subjects that are not really very important, the press may become bored with them. On the other hand, one should send out interesting releases often to keep the company and the product constantly in the minds of jour­nalists.

13. File the press cuttings.