- Make Your Message simple and clear, and stay focused whether it is a press release, a pitch letter or a pitch call. If it is a press release, make the news value of your information obvious. It is better to send a press release every month on one subject, than to put everything into one release. The editor who gets that release won't know what "the news" is.
Since one of the main purposes of public relations is to increase image and awareness for your company and its products, it is important to keep yourself in the news through a consistent press release schedule.
- Highlight what is unique about your product, service, or company compared to the competition. Pitch your information in context of the trends and developments within your market or industry. Understand the issues and hot buttons in your market or industry.