PLANNING A PRESS RELEASE

Anything that happens is potentially newsworthy. It all depends on who's giving the news. But if your press release is constructed around an event, it will work particularly well. The event could:

• have just happened;
• be about to happen;
• be threatening to happen;
• have been created to justify the press release - a technique frequently used in commerce as a means of obtaining free advertising in newspapers.

Once you know what event you are highlighting, other information will tend to fall into place.