...a catchy and interesting headline that will impact their audience. It’s all in the writing. They will not take the time to read your third paragraph or even your third sentence if the headline and lead don’t entice them in the first five seconds. The headline should be the sizzle. The steak is in the details that will follow.

Here are 5 tips that can help you understand the mindset of a reporter.

1 -		Know the target audience. Make sure your release or pitch fits in with the agenda or beat that the reporter covers. If not, you are wasting their time and will quickly become a newsroom pest. Do your homework and target your pitches.
2 -		Write tipsheets. These are press releases that highlight a problem that the public may have and positions you as the expert with the solution. This e-zine is a tipsheet. It has an opening an a few bullet points that the reader can easily scan and get some valuable information. It’s reader-friendly. For example, your press release headline may be: “Cure Kitchen Clutter This School Year: Organizer Offers 5 Tips to Unclutter Your Kitchen.” They (the public) have the pain. You are the expert with the band-aid to fix it.
3 -		Communicate directly with the audience. Write your press release as if you were speaking directly to John Q. Public in his family room. Take the reporter out of the formula.
4 -		Respect the rule of “Do Not Sell”- The basic premise of a press release is to announce something new. If you want to sell something, you don’t need a press release, you need an advertisement so call the sales department at your local paper or radio station.
5 -		Think forward. Consider what market trends and current events can be tied into your news. Be sure you have a face to put on your story. If you’re the kitchen organizer in #2, find a client that you helped that’s willing to be interviewed with before and after pictures. Help the reporter gather the right elements for the story. Remember, it’s not about you, it’s about helping the public.