The press release is a tool that your marketing or PR team needs to master. Whenever you have a new executive member, store location, breaking news, or something of the sort, it is important to let the press know.  A good press release means free publicity and more exposure; a bad press release means time lost and credibility wasted. Business2Community came up with some press release writing tips to help make sure that your business receives the good attention that it deserves.

First, "include a punchy title". You want something that is going to grab the attention and curiosity of your target audience. Think about what makes you click on an article online or keep reading a column in a magazine. A well written title is absolutely crucial.

Second, "include contact details in case any further info is required". This should be a given. In everything you do, be sure that your client or customer knows how to get a hold of you.

Third, "ensure you include targeted keywords". In order to get people to 'stumble upon' your press release online, target keywords are needed to increase your likelihood of showing up in a, for example, Google search. However, there is no need to load the body of your press release with target keywords. Remember, Business2Community warns, "The priority when writing a press release is to make sure the copy is great and compels readers to get in touch."

Fourth, "ensure it is newsworthy and if possible tie it into something current". Stand out from the crowd. You aren't the only business trying to get their name out.

Fifth, "ensure it is free of typos and grammatical errors". You need to remember who you are sending this press release to: reporters and editors. Your press release needs to be proofread at least five times before being sent out. An easy-to-fix typo could cost you a lot of publicity.

Sixth, "have a spin". Business2Community says that a spin is "nothing more than putting your best slant on what you have got. You are expected to dramatize things, of course, but don't lie." Make your product seem like it is unique.

Finally, "never assume". You may think that your press release is the best written one out there, but at the end of the day, the decision lies with the journalist. What you may think is brilliant, he or she might find boring.

In order to give yourself an advantage, Business2Community leaves you with five final tips:

1. Keep them brief and always support them with good material - photographs, research, and contacts.
2. Get them in the hands of the right person - better still, someone you know and are building relationships with.
3. If possible make them exclusive - especially if it is an interesting story.
4. See things from the journalist's view point. They want to look good. Help them by providing them with something that is new, edgy, funny, or interesting. Make it look as if it is for them and not for you.
5. Local press wants to fill their pages. Indulge this need by giving them great pictures and well written material. They will be grateful. A local slant is always helpful.