Get step-by-step help and a press release template online

Your first audience is the editor, so you'll want a strong opening paragraph; a release that answers the five "w" questions of reporting – who, what, where, when and why; and a subject or angle as exciting to readers as it is to you.

I recommend: PR Web, an online press release newswire, offers a terrific set of tips and guidelines for writing a great press release for your business. Pay special attention to the content tips, the press release template that you can adapt to your own use, and common press release errors.

Locate local media

Send your press release to radio, television, magazines and daily and weekly newspapers within 50 miles of your location.

I recommend: Mondo Times provides a good starting point free of charge, but picking up the phone and calling for specific editors' names and their unique instructions is very important – though time consuming.

Get it out there and see thousands of samples

If doing it yourself seems daunting, use a distribution company. In this case, size matters because the big boys have enough knowledge and cachet to give your message the best shot at being noticed. Your company doesn't have to be huge to use one of these – they offer regional services.

I recommend: The two largest press release distribution services are Business Wire and PRNewswire. See the sites for thousands of live releases put out by other businesses large and small.

Get Press Release Preparation Help

However you distribute it, polishing your press release is important. Professional help can give your press release sparkle and optimize its visibility to Web search engines.

I recommend: Find a public relations practitioner locally through the Public Relations Society of America's searchable membership directory.