The heart of your press kit is the news release. It typically touts something new, significant or in some other way of particular interest at the moment. That’s why they call it news.

Just as a salesman must first consider the market, the first rule for writing a news release is always to consider the reader. As a business owner, you understand that success comes from knowing what customers want, then delivering it to them. The same goes for press releases.

The press wants to know, “What’s in it for me?” The media’s interest in you is entirely based on what you can do for them. And what you can do for them is feed their readers’ appetite.

A press release about a break-through brain surgery technique won’t be published if you send it to a motor sport magazine, whose readers want to read about grease and crank shafts, not carving up gray matter.

Understanding what the media wants requires that you know the type of “news” that a publication’s readers want. Provide what they want and you may hit the jackpot because readers have insatiable appetites, and editors must continuously feed them. Ideally, the media outlets that you cultivate may come to rely on you for a steady stream of news to feed their readers.

Reminder: Don’t assume that the media and their customers are interested in what you are interested in. Tailor what you have to say to what they want to hear.

The second rule for writing your news release is to include the five Ws (Who? What? Where? When? Why?) and H (How?). Every press release must answer all these meat and potatoes questions.

Once you’ve pigeonholed your news in the Ws and H, then refine your news release this way:

• Write a headline that condenses the news release’s significance to a few compelling words.

• Prominently add your contact information and the name of the person authorized to speak for you.

• Provide a date after which the news release is authorized to be used, such as “for immediate release” or “for release after February 2, 2004.”

• End with a “30” or “###” so it’s clear where the news stops and any annotations begin.

• Always double check spelling and grammar.

One last point: Write clean, crisp, straightforward copy in declarative sentences. Get right to the point. Attempts to create literature are a ticket right to the wastebasket.