A press release is really a teaser. Its purpose would be to arouse the curiosity of the reporters who receive it so they will observe up with a telephone call for more information. Of course, they may opt to run your release verbatim.Either way, you need to have sufficient information in your release. That information must include the Who, What, Where, When, How and just why of your story and is presented in a specific way.The most crucial details come first. This is so that if this article is too much time and is cut from the end, the critical information - when and where your event is being held, for example - isn't lost.Somehow, and this is the tricky bit, you must encase all this important info in a interesting, curiosity-arousing angle.The primary task of the media release writer is to come up with an angle that editors can immediately see is going to be of interest to their readers. This can justify their publishing it.Your headline is an important tool in persuading an editor or reporter to read your release. It's sad but true that most releases are discarded before they're even read.Your angle will determine your headline, which will need to have high interest value so that you can entice the editor/reporter to learn more.Your release must include quotes from probably the most senior person in your company, or the individual most highly relevant to the release. That spokesperson must be willing to be available for media interviews, should a reporter phone them to learn more.If at all possible, include a photo. The more interesting the photo, the higher the opportunity your news release has of being used. Two different people shaking hands while looking at the camera is not sufficiently interesting.Make your release as short as you possibly can, but ensure it contains all the relevant details. Wherever possible, confine it to two pages.You can distribute your release in several ways, either direct to the publication yourself or via an organization like PR Web or PR Newswire. Email is becoming increasingly popular. Faxing is also acceptable but you cannot transmit photos this way. In the event that you hand-deliver your release to a news organization, do not expect a reporter to come quickly to leading desk to see you. Rather, the front desk person will deliver it to the newsroom.Your release should end with the contact details of your spokesperson - phone, mobile and email. In addition, write a brief caption for your photo you need to include that at the end.Media releases are a fantastic adjunct to your other marketing activities. Constantly be on the lookout for angles or ideas you may use to publicize your organization via a media release. It will pay you big dividends.Lynnaire Johnston, the Word Wizard, is passionate about helping businesses be seen. She works with companies to make sure they take full advantage of all of the many communication methods available in order to get their messages heard. You will discover free resources relating to business writing at http://www.wordwizard.co.nz or visit her Facebook page at