The document provides tips for writing effective press releases, including making them newsworthy, concise, fact-based, and tailored for both print and digital media. It emphasizes the importance of including multimedia components, social sharing tools, and maintaining relationships with journalists. Sample press releases are also included to demonstrate best practices.

1. How to Write Effective Press Releases and Maximize Press Coverage Dana Hughes, Communications Manager Phillip Bergquist , Communications Specialist Michigan Primary Care Association Marketing Network Webinar November 17, 2009

2. The Situation: Journalists have less time to produce more work due to deep staff cuts in newsrooms across the country along with increased web responsibilities.

3. The Opportunity: Take advantage of this situation by delivering multi-media press releases directly to the inboxes of journalists. Give them direct access to the material they need to cover your story quickly and easily. Don’t wait for them to “discover” your Health Center.

4. 85% of journalists prefer to receive press releases via email and want them loaded with content.

12. The Situation: Bloggers, and journalists who have web responsibilities, operate with virtually no lead time and are driven to produce loads of content. They need immediate access to relevant stories and multi-media digital elements that can be easily accessed, loaded onto their sites, and spread quickly across the web.

13. The Opportunity: You can increase your visibility by ensuring that your press releases are web-friendly and enabled with appropriate social media components. Release elements can then be easily added to blogs and other websites and can be shared and ranked by end viewers. Press Releases Aren’t Just For The Newspaper Anymore!