In an article that has stood the test of time, CBS News expands on how a brand or individual can best go about writing an effective press release. Writing a good article for press release distribution really comes down to is using the press release as a sales tool by having a catchy, newsworthy story. This is done by putting the release together in a manner similar to a news article in the way that a reporter would right it. Useful information at the top, in the form of a funnel, trickling down to mere details and add-ons by the final paragraph, which is followed by a boiler plate.

Other helpful hints are to include useful information such as quotes from people within the company or relevant to a product or service. Personality is a plus, especially when reaching out to media outlets personally. But by using a wire service or reputation management firm, brands can reach a wide audience with their release and increase chances for exposure.