Without question, publicity is the most cost-effective marketing tool of all time. It launches credibility to new heights and turns relatively unknown companies into new companies worth talking about. Through press releases, businesses can gain a definite edge over their competition and establish a name for themselves. In addition, press releases give business credibility because they appear in independent publications and articles from broadcasters, reporters, and reviewers.

A properly crafted press release will highlight your company and make it known to the public, increase your bottom line, and establish a bona fide image. With a press release through the media, you will build the credibility that will have potential customers opening their wallets and their hearts. Be weary - writing a press release requires acute skill, a bit of psychology, and some general rules to follow. Let's take a look at some of them.

1) Use one sheet of paper only - of course, journalists require more information. If they find your proposition intriguing, they will directly contact you for a follow-up and consider your story for publication.

2) Powerful headline - remember, readers have limited attention spans. Headlines are read 5X more than the body content, so if the headline is off - the entire press release suffers.

3) The first paragraph should contain the vital information - this should answer the four W's: who, what, why, when? Remember, the most important pieces of information should be read on the first lines and the supporting information afterwards.

4) Use plenty of quotes from reliable sources - if you have a quote from an authoritative source like a governor, a popular celebrity, or a well-recognized figure, use it! Readers like to associate themselves with real people and model themselves after them.

5) Contact details are a must - always add your contact information in your press release. Journalists must be able to contact you for any follow-ups and additional information if needed.

6) Organize a response plan - remember, your press release is an advertisement. This means you must develop a customer response system that answers questions, organize staff, ensure information is given to the right mediums, sales team leads, and fast response to all inquiries.