A single idea. The test of a good news release or press release: You must be able to state the purpose of the release in one sentence. That single sentence must be short and to the point. The rest of your release is built around that single statement — the sole purpose of your relase.

The single premise might be the announcement of a new plan, a new building, a new budget, a new employee. Make sure all parties have a clear understanding of the single stated purpose for this particular news release — and then stick to it.

The simple news release will be the foundation of your media plan. Each release serves to document actions of your organization or business. The news media might not respond to each release you send out, but if you don't put your plans, events and ideas into a written news release, it is unlikely the media will ever learn about your activities. If you want publicity, it all starts with your news release or press release.

At KestenMedia, we have written and distributed literally hundreds of news releases. Let us help you with your media endeavors.