- Subtitle/header: This should be compelling. The headline makes your release stand out. The subtitle may be slightly longer and more descriptive. Keep it short, active, and descriptive.
- Opening paragraph: hook the reader with the first paragraph. A first paragraph must summarize the five W's: who, what, where, when, and why. In fact, most readers will give up if you haven't hooked them with the first few lines.
- Keywords: place your most important keywords in the opening paragraph but don't overdo it. In other words, if you want to publicize your local bagel shop in Los Angeles, in your title use something like, "Los Angeles Bagel Shop To Open Franchises." Then, in the opening paragraph, use your keywords.
- Hyperlink your keywords to relevant pages/URLs.
- Don't say it, show it. Avoid saying something is "unique" or "the best." Instead, show how people will benefit, i.e., save time, save money, make their life easier, etc.
- Get a quote from someone who has reviewed your product or used your services.
- Spell-check and spell-check! Do remember to proofread your press release for typographical errors before you send them out.
- Give credit to the photographer or illustrator if you are using images
- Submit your release to social media and bookmarking sites, such as Digg,Twitter and Mixx