Press releases can reach thousands of voters at a very low cost and keep supporters engaged in your campaign. If they’re well-written, they are much more likely to be picked up by news outlets. They may even be published as-is, or with minor modifications.
There is stiff competition for the attention of news editors, who get flooded with press releases daily. Most are ignored. So, limit press releases to ones that are well-written and where you can claim to have legitimate news.
Don’t issue badly-written press releases. They can discredit your campaign and make subsequent releases even less likely to be read.
Checklist for writing an effective press release:
Include a quality photo of the candidate, or even better, an action shot relevant to the news story, e.g., giving a speech at the event that the release is about. This will grab the attention of editors and journalists, and make their life easier if they would otherwise have to chase down a photo. Include a caption with action shots identifying who’s in it, where they are, and what they’re doing.
IMPORTANT: for print media, it must be high-resolution. Most photos posted on the Internet are low-resolution and inadequate for print.
If you have the time, contact the media outlets or reporters directly whom you most want to use your release.
If you don’t have skilled writers on your team, consider hiring a reporter to write releases for you. There are many unemployed journalists today who charge reasonable rates.