A press release can be an effective weapon in fight for media and public attention. In fact, many businesspeople don't even think twice before writing or ordering a press release, correctly assuming that a release can provide necessary publicity to boost sales.
As much as a well-written press release can do for your image, you need to be sure that your business or product is appropriate for a release. Believe it or not, a press release that isn't truly newsworthy can easily end up sounding like a sales pitch, which can do irreparable damage to your company's image.
A press release should make an announcement about a new product or service, an event, or a change in way a product or service is marketed. If your company has changed management, released or upgraded a product, or is staging an important event, you have material for a solid release.
Also, any little-known business or service can make a good release if it serves needs of public in an interesting way. For example, I just wrote a release for a gentleman who provides a service that allows homeowners to pay off their mortgages years sooner, without making larger payments or refinancing their current loans. With mortgage rates falling and real estate market picking up, that kind of material made a very good release.
So, a story that surrounds current events and peaks public interest usually makes good release material. Now, let's talk about what doesn't.
If your business is, for example, an MLM that hundreds of other people are taking part in and marketing on their own, chances are that media has already heard about it and won't pick up your story. I'm not saying that MLMs are automatic losers in media department, because a brand-new or extremely unique program may still be newsworthy. In most cases, however, people trying to market an MLM should rely mainly on classified ads or informative articles that dance around their business, then reveal contact information at end.