What to do before sending a press release:

Before sending a release to the media, you must prepare yourself for the best possible outcome. This means first making sure that your company appearance is in order. If an editor wants you to send a follow up letter, that is NOT the time to think about designing an effective letterhead. To make sure you've got the bases covered, follow this checklist:

• Stationary printed and ready. This includes letterhead design.

• Cover letter ready to be sent with any additional materials that are requested (product samples, tapes, etc.)

• Arrangements made to be visible. This includes having your phone staffed during all business hours and having someone check E-mail at least once a day immediately after the release is sent.

• Make sure that company brochure and literature is updated.

• Verify that web site has current content.

One of the most critical things you can spend your time on before sending an official release is your press package. Rarely will a press release in itself be enough information for an editor to use. You will need to prepare a special package and have it ready to send when an inquiry comes in. This package should contain detailed information about your press release. Here's a checklist of what needs to be included:

• Your "cover" release - This is the release that you sent originally to the editors. Send it again if they request more information.

• Background information - Helps the editor put the story in perspective. Include anything that might help the editor better understand the importance of your release.

• Text or quote page - This should be a page devoted to quotes from company representatives. If you've given a speech on this subject, include the text here.

• Supporting documentation - Anything else that will help the editor. These include photos, articles from other news sources, or customer testimonials.

If an editor contacts you by phone or E-mail, make sure to get the vitals on where to send your follow up packet. Your timeliness in getting this done is often the difference between getting your release mentioned or not. Editors are on tight schedules to get their work finished. Respect their timelines by accommodating them if they need something delivered faster than normal.