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Plan your press release Before you even touch that keyboard, think, what is the purpose of your press release and what do you want to gain from it? If you are just sending out a press release for the sake of it, STOP. Releases that lack focus and aren't ‘newsworthy' won't make it any further than the journalist's inbox. Only send a press release if you have something worth saying. Also consider what kind of publications you want the story to appear in (preferably the kind your potential customers read!) and do your research. Look at the style and tone