When it’s time to get the word out to your local or global community about a promotion, special event, person or newsworthy story related to your business, an effective press release can be a powerful tool. Note the word ”effective,” as all PR is not created equal. Below are some ways to assure that what you have to say is communicated in a way that will lead the right audience in your direction.

Before any PR story can be successful in promoting visibility and the branding of a business, a publication has to agree to run it. An effective PR story is one that a journalist will find compelling, newsworthy and timely. Before you begin to write your PR piece, keep in mind that what you are planning to communicate must satisfy these criteria, and if not, find an edge or selling point that will get your story noticed and accepted.

There is a particular format to follow when writing a PR piece, whether it is meant to stand alone, or serve as part of a press kit. If you are unsure, research one of the many press release templates online and follow the formula. Content should contain an introduction, 3 or 4 paragraphs of body copy (the first of which should answer the “Who?, What?, When?, Where?, and why?” questions), boiler plate copy (if desired), and finally, contact information. Write in an editorial fashion, keeping your message simple and to the point. Avoid clichés and overused words. And you may include a quote to add a human element and endorsement in the form of a professional opinion.

When writing your PR piece, emphasize the sizzle in terms of the special event, person, product or promotion that lies at the heart of your submission. Make sure that you have a grip on exactly what you’re selling or promoting, to make it easier to communicate with compelling copy that will effectively draw in your reading audience.

As tempting as it is to run a promotion with blinders on when it comes to your competition, don’t fall into this trap. Your audience is sharp and more likely to be loyal if you have done your homework to rise to the top through writing that is based on an underlying knowledge of related products, events and/or services. This does not mean that you mention others’ affairs in your piece, rather, you have used this information as a tool to assure that your event, product or business takes precedence over whatever else your audience will be exposed to.

Your style of writing should appeal to your intended clientele, so make sure that you know who they are. If you are trying to reach a hip crowd to promote a local bar or restaurant, for instance, write in a way that connects with their way of speaking. Conversely, a techie-type doesn’t want to be talked down to, so be on your game and write to speak effectively to the demographic you are trying to draw in.

Writing effective PR takes specific skills that you may want to tackle yourself, or trust to a skilled professional. Keep in mind that you only get one chance to make a first impression, so make sure that you put your best foot through the door when it comes to sending out your PR submission. Well-written PR is sure to be a blockbuster when it is compelling, newsworthy and strategically constructed!