If you want to increase the chances your release gets used, make the lead the lead. Press releases often go unread because the writer has buried the lead.
One of the frustrating elements of press releases is that one must often wade through sentence after sentence of preliminary information before getting to the real essence of the release. The lead gets buried under process and procedure.
The problem should be evident. Making it more difficult for a reporter or editor to understand the significance of the release increases the chances that they'll simply stop reading and delete the release before ever giving it much thought.
So, what would you rather have? Someone hitting the delete key after the first sentence or someone giving your release the attention it deserves?
Preparing for a media interview involves more than simply saying you'll do it. In fact, you may not really know whether it's a good idea unless you get some answers. Here are a few suggested questions to consider when a reporter calls.
What do you know about the reporter?
Have you dealt with him or her before? Do you know what kind of stories he or she has written?
What do you know about the topic?
Has the reporter explained why they want to interview you? Have they made it clear what they're looking for? Is the story about you or will your comments be part of a larger story?