Q.  I know that press releases can be very effective, yet I’m so tired of wasting my time writing them and not seeing them published.  Can you help me get the attention our services deserve with free press

A. When you get an idea for a press release, ask yourself this question:  “Is this something someone else would be interested in, or is this something only I (and maybe my boss) would want to read?”

Sounds easy, right?  Unfortunately, the “I’m so great-all about me” press releases are seductive.  They sound so good when you read them. You say to yourself, “Of course the editors will want to write about our great services, or the big event we had.”

The moment you feel this way, a red flag should come up.  Challenge yourself by asking, “Why will the media like my story?  What do I offer that’s different than any other press release?  What’s so special about my services?  Why will someone want to read more about me?”  Chances are what interests you, probably won’t interest the media.

Remember, media people are looking for an angle or a story that would interest their readers. They want to know things like:  “What’s in it for my readers?  Why will my readers care about this piece of information?”  If you can answer those questions correctly, then you have an excellent chance of getting the coverage you’re looking for.

According to MichelePariza Wacek, a recognized copywriter and author, practice makes perfect.  The only way to get better at recognizing a good press release is to practice writing them.  Start by writing what you think is a good press release.  Put it away for at least 24 hours. Don’t look at it. Don’t even think about it.

After the 24 hours is up, pull it out and read it.  Again, ask yourself this question:  “Is this something someone else would be interested in or is this something only I (or my boss) would want to read?”  Ponder the question and don’t allow yourself to answer too quickly.

Still feel like it’s newsworthy?  Then try this exercise. Replace all the references to you and your service with another business and service.  Wacek recommends inserting a business that is not one of your competitors.  Use the Find/Replace function on your word processing software to make this a quick and easy process.

Put your release away again. If you can wait another 24 hours, all the better.  Read it again.  Do you still find it interesting now that it’s about someone else?  It’s tough to view your story objectively.  Fortunately, this is a skill that will get easier the more you do it.

What tips have you found helpful for getting published?