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Everyone wants publicity. But distributing a press release into the news mix does not guarantee that an editor or reporter will notice it, much less read it and cover it in their publication.

Every day editors and reporters covering the mortgage industry are bombarded with press releases from companies touting their latest offering. So here are five tricks to getting your press release noticed, so that your public relations efforts yield better results.

1. Write a headline that looks like it belongs in a newspaper.

Make sure that it’s in an active voice and announces your new product or service, such as “XYZ Expands Operations to Florida”.

2. Think like a reporter and compose your press release in a news style that catches a reporter’s eye.

Write your press release so it sounds like a news story covering the who, what, where, when and how.

Don’t over-use adjectives. Stick to the facts.

3. Write an opening sentence and paragraph that succinctly describes your new product or service in language that can be easily comprehended by a reporter.

Avoid using technical or industry jargon that might confuse a reporter.

Clearly describe what your product or service is and does, and how it benefits your customers and your industry.

4. Explain how your product or service helps customers in meeting a challenge.

Provide an example of a company using your product to meet the industry challenge.

5. Provide a quote that is newsworthy.

Avoid quotes that only praise your company and product or service without providing any evidence of its significance.

Avoid “we are so excited to…” quotes. Reporters are tired of them.

Whatever you do, keep in mind that the press release should be professional and represent your company well. Don’t be shy about getting help from a PR agency. After all, you’re looking to make a good impression! If you need a press release written to receive optimal press coverage, we can help. We’ll also distribute your release to our extensive database of reporters, so you won’t need to incur hefty newswire distribution fees. Find out how easy it can be. Reach us at

By Rosalie Berg, President, Strategic Vantage