JoTo – DIY: Official JoTo Press Release Guidelines

As promised we have a very cool and very instructive DIY that should just get you off to a great start in the New Year. Working together, 2012 can be one filled with good fortune and success. It (our business future and fate) is in our own hands. Will we wash out and make a mockery of our goals and plans? Or will we take the proverbial bull by the horns and make things happen, creating something out of nothing at times. But that is part of the fun of the entrepreneurial spirit that engages each of us – that creative desire and impulse that knows no bounds.

Herein are the Official JoTo Press Release Guidelines to help you into the New Year.

  1. First of all is what you are righting about worthy of coverage. In other words do you actually have a story? There has to be something to it – blood, money, guts, glory – something and editor or writer can take notice.
  2. Does your headline attract attention and interest or does it suck? Make that headline zing.
  3. Your first paragraph has to tell the story. It has to be robust and full of life and draw the reader down into the release. It has to contain the 5 “W’s” – who, what, when, where, and of course why! Basic journalism 101.
  4. Remember this is a press release. Its purpose is to plant a seed in the minds of editors and writers so they will write about you and your organization. You need to have enough information to create a taste and create want. You don’t want it to be too long so that it won’t be read either. It has to be just enough.
  5. Follow the AP Style Book and you should be in great shape. You want your release to read well and be grammatically correct. The AP Style will help you accomplish that. There are online versions, hard copies and even a Word plugin. (
  6. Bottom-line – you are writing a press release and not an ad. It should set a professional tone without a gazillion adjectives of how good you are. It should not exaggerate or be full of hype. As they used to say in Dragnet – Just the facts ma’am!
  7. It is vital to back up your claims with actual facts and documentation. You can’t just talk the talk; you have to walk the walk in your release.
  8. I know this may sound simple but I have seen so many releases go out without adequate contact info, that it must be pointed out. Make sure you have your contact’s name, number and email address.
  9. Very important – know who you are sending your release to and not just shotgun releases out the “media”. Know your market and target audience and you can even tailor your releases so they match the demographics of specific media.
  10. Last but not least make your release easy to read and media-friendly. You don’t want to go wild in a release or send them something strange. Make it straight and to the point and the media will love you.

Advice Disclaimer. This information is not intended to be a substitute for professional public relations or legal advice. Do not disregard professional legal advice or delay seeking professional PR or legal advice because of something you have read here. Contact an attorney to obtain advice on any particular legal issue or problem. Use of this Web site or any of its e-mail links do not create an agency-client relationship between JoTo PR and the user.