Cool it on the hype

One of the best ways to turn off a reporter to your story is with what at least appears to be a self-serving press release. If you're prone to brag, you might think again about how your release or statement looks through the eyes of someone who has to write a legitimate news story.

There are three keys to keep in mind.

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A press release is not just another marketing brochure. The release is being written with the hope that it will actually earn you some media coverage. So, the writing must appear straight forward and not overly promotional.

A press release should be about a legitimate news hook or angle. A reporter is trying to serve his or her readers or viewers, not promote your product. A release about a store expansion is bound to have more appeal than a release about your latest employee of the month.

A press release should be free from over-hyped adjectives such as "amazing," "industry-leading" or "state-of-the-art." You'll be tempted many times to drop them in, but they only serve to drive away the very people - reporters - you hope to attract.

You're goal is not only to get one press release picked up by a publication, but to continue to be seen as a source of legimate news in your industry. The more you can cultivate that image with balanced, objective writing, the better your chances of getting additional coverage down the road.

Be sure to share this with a friend or colleague.

Mack Communications | Twitter: @mack_comm