Companies know that media coverage is worth a lot more than the ads that appear around it. But how can you write press releases that get your message across to journalists? Start by putting yourself in their shoes, and you’ll develop a sense of what they want to hear and how they want to hear it:

• Notes to the Editor: On my first day at a Silicon Valley newspaper, my editor asked why I’d spent an hour reading a press release without making any calls. “I don’t know anything about this company!” I said. “You don’t need to know anything, you’re a journalist! It’s their job to educate you.” Take the chance to do this with Notes to the Editor at the bottom of your release. This bulleted list quickly equips the journalist with background facts – about the market, the sample size for any research mentioned, your company, its founder, number of employees and so on.

• “Are you on deadline?”: if you get journalists on the phone, ask if they’re on deadline. If they are, ask when the quiet times are and call back then.

• Be opinionated: If you are an IT security firm, issue a press release when a new virus breaks to give your views. If you’re an accountancy firm, pack your recession-themed press release with advice on how businesses can keep cash flow healthy. Blog about trends in your industry, and promote your blog. Try to become the person journalists call for those expert quotes you see in stories.

• Research your target: learn what topics your target publication covers, and how journalists like to receive information. Most want press releases as plain text in the body of an e-mail, no attachments, with full contact information for interviewees, including mobile numbers. Don’t go on holiday as soon as you issue the release – be instantly, easily contactable.

• Keep it simple: if you’re struggling to write a press release, write the facts simply, as if explaining it to your mum. You can add detail later, but sexing it up with fancy words or interminable sentences won’t impress. Copywriting or PR pros are affordable and may charge less if they edit your draft material than if they write from scratch.

Whatever route you choose, do reach out to the media. You know your industry better than even the most experienced journalists, and they do need you.