how to run a press release through ap style traditional press

Before you write and issue a press release, ask Is there news value in this story? Too often businesses write press releases about topics that are not newsworthy. Fact: if the journalist does not consider it newsworthy and engaging, it won’t get coverage.
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Recall the saying from growing up: “If you don’t have anything nice to say don’t say anything at all.” Keep this in mind for press releases as well — “If you don’t have anything newsworthy to say, don’t write a press release at all.”
A press release provides you with the ability to spread the word about your company, its doings, and its offerings in an ethical, journalistic-minded manner that’s focused on newsworthiness and branding over SEO, social media, or anything else. The simple tenets of: who, what, where, why, and when easily apply (the five Ws).
Make your story stand out and build deeper connections with your audiences by promoting multimedia content – videos, photos, infographics and audio clips – proven to increase views by 1.4X with images and 2.8X with videos.*
It is a communication means that seeks to inform a reader about what’s new, what’s to come, as well as what to expect. Press releases aren’t adverts per se; they are stories meant to create awareness about a function, an event, or a situation that has never been there before.
The bottom line is that if your event is boring, your press release may be yawn-worthy as well, and no one is going to want to run with it. You’ll also want to avoid dry, rigid wording for this reason. You don’t want to lose your reader with the first sentence. Using quotes can liven things up. A press release is not just a rendition of facts. 
When thinking about the audience, consider what knowledge they have about your company and product, and the type of language they will understand. The language used to describe production processes, for example, might be relevant for a specialist engineering audience, but not for the general public.
Focus is your friend when it comes to press releases, and it helps to have a clear goal in mind. What do you want the people reading your press release to Do you want them to write about your new release, your upcoming shows, your Battle of the Bands win…you get the picture? Choose a very specific promotion goal to build your press release around.
Finding a cross promotion partner is easy if you already do business with them. Imagine splitting the cost of the press release distribution and syndication to promote a dual effort that thereby attracts more customers and enhances your credibility simultaneously. Reaching out to a few business partners may be all that it takes to gain a cross promotion partner for your next PR campaign.
Here’s a press release that was created for fitness expert Pauline Nordin. It starts with the most important information: a new app release, and follows with a reason why you should care (Nordin outsold famed fitness trainer Jillian Michaels). It was effective because it gave all of the facts and was easily quotable for journalists interested in the story.
Tweet It. If I’ve setup the client’s Twitter account in PRLog, the release automatically is Tweeted as it goes live. Most likely, we’ve got Twitter set to auto-update Facebook, so it gets mentioned there as well. This step helps with indexing the release.
6.     Use your news to get more customers. With today’s online press releases, the media is no longer the only audience you’re writing for. 80 million people get their news online every day. Many of these people are your customers. So, you need to keep your buyers in mind when writing your press releases. And no, that doesn’t mean turning your press release into an advertisement.
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VNRs can be turned into podcasts then posted onto newswires. Further to this, a story can be kept running longer by engaging community websites, which are monitored and commented on by many journalists and features writers.
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Following is a sample press release. This sample shows both physical set up (notice the dateline, headline and other tips) and ideas for content and content placement. In addition to following this outline and structure, consider checking out some actual press releases for ideas, too.
Hi Tammy, many devs use presskit() as a way to give the press access to media. This free template allows you to both display your media on your website (so press can read/view without downloading), and provides links to download the zip files. You can get the template here.