Press Release FAQ's

What is a press release and when should I use one?

A press release is the most widely used tool for compiling information on any given subject you want to communicate to the media. Generally, one to two pages in length, a press release answers the most common questions likely to be asked by an editor or reporter—who, what, when, where, why, and how. You should use a press release when you have information that is "newsworthy" and that will be of interest to the readers of the publication. The stronger the news, backed up by facts and statistics, the more likely your release is to be published. Refer to the Press Releases section on AIM's website for an AIM BarleyLife® press release that you may copy and customize using your own name, address, and phone number.

To whom do I send a press release?

Send your release to the editor who covers your particular niche (health, wellness, business, etc.). Names of the appropriate editors can usually be found at the top of each section of the newspaper.

Should I use traditional (ground) mail, e-mail, or fax to send my release?

Traditional mail is usually reserved for bulky press packets distributed by large companies. For a simple one- to two-page release, both e-mails and faxes are generally accepted. Some editors don't like having releases e-mailed to them as attachments because they can bog down their networks; there can also be incompatibility issues. A way around these problems is to "cut and paste" the press release into the body of your e-mail rather than attaching it as a separate file. Some editors prefer to have releases faxed to them, although this can be problematic if the editor chooses to print the release because each keystroke must be retyped.

I sent a press release to my local newspaper but they didn't use it. Why?

There could be a number of reasons, including the following:
· The information in the press release wasn't considered "news."
· The release may have been too long. Try to limit the length to one page.
· The answers to the questions of who, what, when, where, why, and how were too difficult to find. Try to answer these questions in the first paragraph.
· The appearance of the release may have been sloppy or difficult to read. Always make sure to proofread your release for grammatical errors or misspelled words.

I'm going to be hosting an open house featuring AIM products. Can I use a press release to inform the public?

In this instance, a press release isn't the appropriate tool to use. A better option is to pay for a print ad that clearly states the reason for the open house, date, time, and location. You may want to download an AIM logo from AIM's Download Materials page to help give your ad a more professional appearance, or download a ready-to-customize ad from our Advertising Center to present to the newspaper.

Other PR Kit Resources:

• Be Your Own Marketer
• Taking Your Story to the Media
• Key Elements of a Press Release
• Creating a Media List & Sending Your Press Release
• Press Release FAQs
• Guidelines to Writing Effective Articles
• Utilizing AIM radio and TV commercials