PR Tips: Press Release Do’s and Don’ts:

The fastest way to get your release to the frontlines of an editor’s in box is to write a clear, concise press release with a catchy headline that you can deliver on.

While you may have a laundry list of information you want to include, stick to one topic, eliminate excess information and keep in mind that editors have hundreds of emails to review in their in box and they will love you for respecting this concept.

Proofread your release and avoid making typos, and other avoidable errors.

Whenever possible, piggyback your story with a current news topic, a recent study that released numbers or trend and make it as relevant as possible. Most importantly only pitch your story to relevant editors, nothing irks an editor more than an irrelevant pitch that doesn’t fit in their beat.

“Hi Laurie, this is Dustin from Maui Surfer Girls…with summer upon us and news surrounding childhood obesity… I thought my surf camps would be a relevant story. In addition to surf instruction, we offer confidence-boosting activities such as cooking classes, and campfire counsel, which give campers key tools to living healthier lives…. I will send you an email with a link to images and more information .You can reach me at xxx.

PR Tip: Know who you are pitching

Before you pick up the phone and contact any media outlet be clear about who you are pitching, what they cover and get familiar with the magazine and various sections. Pet peeve.

Editors and sections are listed the masthead located in the front of the magazine. The main thing editor’s want from you is a newsworthy story with an angle that is relevant to their beat and audience.

If you have a specific story about an eco beauty product, for example, a beauty editor will be interested in the beauty side of the story while a business reporter may be interested in the business angle of the story.

Tailor your pitches, and press releases to each individual reporter explaining briefly exactly why your story is a fit for that specific section. If you spin your story to their section, consider yourself as good as booked.

PR TIP: Follow EDITORS on Twitter

Best way to establish and create relationships is to find a way to personalize or make an editor remember you. Follow a handful of editors, get an idea of what interests them and tailor your pitch accordingly and GET BOOKED!

1. Valerie Latona — SHAPE Magazine — @VlatonaSHAPE
2. Kate M. White — Cosmopolitan — @katemwhite
3. Cindi Leive — Glamour — @cindi_leive
4. Lucy Danziger — Self — @LucyDanziger
5. Carin Barnes — Delicious Mag — @CarinBarnes
6. Peggy Northrop — Readers Digest — @pnorth
7. Lance Ulanoff — PC Magazine — @lanceulanoff
8. Chris Anderson — Wired Magazine — @chr1sa
9. Ted Johnson — Variety — @tedstew
10. Vitaly Friedman — Smashing Magazine — @smashingmag
11. Jennifer Preston — New York Times Magazine — @NYT_JenPreston
12. Phil Torrone — Make Magazine — @torrone
13. Dan Costa — PC Magazine — @Dancosta
14. Max Chafkin — Inc Magazine — @chafkin
15. Jemima Kiss — The Guardian — @jemimakiss
16. Dan Oliver — .Net Magazine — @danoliver
17. Nat Ives — AdAge — @natives
18. Michael Learnmonth — AdAge — @learmonth
19. Abbey Klaassen — AdAge — @amklaassen
20. Charles Arthur — The Guardian — @charlesarthur
21. Scot Finney — Computer World — @scotfinnie
22. Seth Porges — PC World — @sethporges
23. JR Rafael — PC World — @jr_raphael
24. Adam Aston — Business Week — @adamnyc
25. Amy Feldman — Business Week — @amyfeldman
26. Ana Marie Cox — Time — @anamariecox
27. Ari Berman — The Nation — @ariberman
28. Arik Hasseldahl — Business Week — @ahess247
29. Ben Levisohn — Business Week — @ben_levisohn
30. Burt Helm — Business Week — @burthelm
31. Josh Jackson — Paste — @joshjackson
32. Steve LaBate — Paste — @stevelabate
33. Kate Keifer — Paste — @katekiefer
34. Rachel Maddux — Paste — @rachaelmaddux
35. Jay Sweet — Paste — @ajsfour
36. Sascha Segan — PC Magazine — @saschasegan
37. Richard Strohmeyer — PC World — @rstrohmeyer
38. Alex Wolfe — Information Week — @awolfe58
39. Mark Frauenfelder — Make Magazine — @frauenfelder
40. Ayren J. Cannady — Fitness Magazine — @FITNESSayren
41. Bethany Gumper — Fitness Magazine — @FITNESSbethany
42. Caroline Hwang — Fitness Magazine — @FITNESScaroline
43. Kristen Dierich — Fitness Magazine — @FITNESSkristen
44. Lindsey Emery — Fitness Magazine — @FITNESSlindsey
45. Marianne Magno — Fitness Magazine — @FITNESSmarianne
46. Wendy Rodewalk — Fitness Magazine — @FITNESSwendy
47. Jen Sinkler — Experience Life Magazine — @jensinkler
48. Jen Ator — Women’s Health Magazine — @jen_ator
49. Howard Chua-Eoan — Time — @hchuaeoan
50. Gilbert Cruz — Time — @GilbertCruz
51. Steve Wildstrom — Business Week — @swildstrom
52. Steve Hamm — Business Week — @stevehamm31
53. Steve Baker — Business Week — @stevebaker
54. Spencer Ante — Business Week — @spencerante
55. Shirley Brady — Business Week — @shirleybrady
56. Sarah Lacey — Business Week — @sarahcuda
57. Roben Farzad — Business Week — @robenfarzad
58. Reena Jana — Business Week — @rjmac
59. Rachel King — Business Week — @sfwriter
60. Phil Mintz — Business Week — @pmintz
61. Peter Coy — Business Week — @petercoy
62. Peter Carbonara — Business Week — @petercarbonara
63. Nancy Shute — US News and World Reports — @nancyshute
64. Matt Vella — Business Week — @mattvella
65. Marty M. Fawnche — Electronic Retailer Magazine — @fawnkey
66. Marc Ambinder — The Atlantic — @marcambinder
67. Louis LaVelle — Business Week — @louislavelle
68. Lauren Young — Business Week — @laurenyoung
69. Kevin Allen — Financial Times — @kevinallisonft
70. Keith O’Brien — PR News — @keithobrien
71. Karen Tumulty — Time Magazine — @ktumulty
72. Jon Fine — Business Week — @jonfine
73. Johna Byrne — Business Week — @johnabyrne
74. Charles DuBow — Business Week — @charlesdubow
75. Douglas MacMillian — Business Week — @dmac1
76. Garrett M. Graff — Washington Magazine — @vermontgmg
77. Heather Green — Business Week — @Heatherlgreen
78. Ivan Oransky — Scientific American — @ivanoransky
79. Jason Chupick — PR Newser — @jasonchupick
80. Jason Pontin — Technology Review — @jason_pontin