how to send a press release ap press release format

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The trick, professionals say, is knowing how to format a good release, where to send it, and what information to include. The release is the face of your company that you’re sending out into the world, so it’s not a task to be taken lightly. Don’t forget: With most press releases now available online through wire services or your company’s website, customers or clients may also be reading them, not just reporters.
We were looking to target the paranormal field, but not limit ourselves to that field. We were looking to establish I Met a Ghost as a mainstream took, a serious look at the unexplained phenomenon so prevalent at many historic sites. As such, we emphasized the book as a journalistic endeavor. The press release worked, and worked well. We attracted the attention of a variety of magazines and newspapers,as well as numerous radio interviews across the nation and in Europe. The release landed me an hour-long PBS interview. And of course we achieved the main goal of the press release, selling books.
PRWeb is one of the oldest press release firms and is quite a popular site. You have to create an account in order to avail its services. Costs on the site runs from $99.00 to $369.00, with the increasing costs offering more and more benefits.
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.*
Twitter is chock-full of reporters lamenting press releases or pitches that don’t clearly explain what the company does or what the announcement is actually about, so instead of being the butt of a joke, make your release incredibly easy to reference. 
eReleases: eReleases provides wire distribution via the Associated Press. What this means is that your press release will become accessible to more than 30,000 journalists, such as those writing for the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, etc. through the Associated Press’ webfeed.
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If you want reporters to cover your news, you’ve got to know what it is that they’re covering at the moment and reach out to them directly to let them know what you’ve got going on. Acceptable methods of outreach include:
For our press release, we decided to take a women in leadership angle. This is because we noticed a lot of buzz recently about women in leadership roles, which in the past was dominated by men. This approach worked well for us. We had our press release written about in over 30% of the outlets we sent the release to, including coverage in Talking New Media and Street Fight Mag.
I’ll be honest in that I have very little experience in using free sites. My PR agency for high-tech clients has always used a paid service. However, that costs upwards of $500 per release, and now that I am helping entrepreneurs and small businesses get PR, I am asked this question all the time:
Press releases follow a well-defined format that simplifies the writing process. Journalists and bloggers read hundreds of press releases a day, so following this format helps ensure they catch the essential information at a glance.
As the internet has gained prevalence the way journalists like to be approached has also changed. A format suggested by Kristen Nicole, a former Mashable writer who is now the Senior Managing Editor of SiliconANGLE.com. is sending one sentence as to why this story works for my publication, and 5 bullet points for context. Kristen also recommends pitching writers directly over pitching editors saying:
Our analysis of the distribution network gauges the overall depth of different channels and publishers which press releases are releasing. In addition, time is spent understanding the types of journalists and professionals which the press releases reach. This process is used to ensure that recommended PR distribution companies are in the eyes of those which produce the news informational resources in each advertised industry.
As you start to write your press release, come up with the creative angle first.  Take off your sales hat and think about it from the reader’s perspective:  why should I care, and what makes it special?  Once you have your angle, then state the facts which support the news as objectively as possible.  This will help give your press release the right tone and allow you to fit it more easily into the accepted format.
The body of your press release should stay as concise as possible, while making sure to get all of the important information across in an engaging manner. Reporters that read your release aren’t likely going to have the time to read page after page trying to understand the news.
Twitter is a good place to start. Find writers who cover similar productions to yours. If it’s a sci-fi, find the sci-fi enthusiasts. Get to know the content producers. Read / watch their material. Share their material on social media (it goes both ways!). Essentially, you should build relationships with people who have extensive (real) online reach. Check out the Twitter lists on the bottom of this page.
A common oversight that can render a press release ineffectual is a lack of contact information for reporters to follow up with. Whether you or someone else at the company is the point of contact, don’t forget to include an email address and phone number on the release (preferably at the top of the page).
Will you instead review the basics and look at the templates and give it a shot?  The internet is loaded with press releases and yours will quickly get lost in the shuffle.  What will your headline be? 
1. Your release gets posted on PRWeb, PRNewswire or whatever press release distribution service(s) you choose. One-off, DIY national press release distribution via these services costs around $400. PRNewswire has a nifty option that puts your press release headline and photo on a giant screen in Times Square for just long enough for them to capture the image, which you can use in future marketing materials. This costs substantially more.
“While free press release sites are tempting, I’d advise not to use them for distribution. Google has labeled many of them as spam. If you have a good news release that is worth getting out, spend the money and distribute it through a reputable site such as Business Wire, PR Newswire or Marketwired,” comments Sara Callahan, owner of Carter West Public Relations.
TV news viewers can often detect the use of VNRs within television newscasts; for example, many movie-star interviews are actually VNRs, taped on a set which is located at the movie studio and decorated with the movie’s logo. Another frequent example of VNRs masquerading as news footage is videotapes of particular medical breakthroughs, that are really produced and distributed by pharmaceutical companies for the purpose of selling new medicines.