People often ask Joe B. "How can I get my press release in the paper?" and his first answer is "bribe someone with food." But his second, more serious answer, is to write it well, give the basic info, and don't write long. As a member of a newspaper staff for about 20 years, he's seen a wide range of press releases, from weighty and confusing globs of words that tried and failed to be literary, to succinct pieces perfectly describing the product or event that it was promoting.
The latter ones sometimes need little tweaking to get into the paper, while the former ones need much TLC even if they're even deemed story-worthy. Not everything merits a press release -- sometimes things are fine as new product info. Sometimes things do have some newsworthiness, so a press release is essentially a chance to attract a writer or editor's attention to create their own story.
Along with his newspaper work, Joe B. has written more than a dozen press releases for clients as freelance writing projects. He follows his own advice and tries to keep them short, to the point, and as interesting as possible. Past satisfied clients have included an art supply retailer, an Internet service, a private school, and a theme park.
He's happy to help clients craft strong, interesting press releases and get people excited about the topic.