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Writing An Effective Press Release To Catch Media Attention From the sole trader to the multinational company, sending the right message to the public is critical to how they view the business. In fact, press releases can be a vital part of any business's strategy, as well as its downfall if not handled correctly. A press release or news release is a written statement directed at the media. The statement is written with the intended purpose of informing a target market about the news that will be of interest to them via the publication. The press release will typically be sent via post, fax or email to a selected editor or writer at a newspaper, magazine, trade journal, radio station, television studio, online news site or a news broadcasting network. There are many rules and regulations for writing an effective Press Release Distribution Australia and if a release does not follow a particular format, editors will often disregard it. The following guidelines will help you to format your press release. Target Media List It is very important to select your target media list carefully. Send the release to the media titles who have an interest in either your industry or the news item in the release.