Is your press release newsworthy?

Every practitioner has his or her standard gauge for writing a press release, but is the content truly newsworthy?

I employ a few tests (some overlap) before sending to a client for their review. The first I learned from working with Cygnus Publications' Construction Distribution M.A.P.S.

M: (the market(s) the product serves
A: the applications for which it is designed
P: product name/details
S: and the end-user solutions the product provides

And, I ask these four questions:

What is my service/product/company/cause?
What problem does it solve?
How is it different?
Why should you care?

The last questions are the ones that really need to be answered first because if the reader doesn't care, neither will the journalist who reads your release.

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