10 Tips on Writing a Press Release for the College Media and Getting it Picked Up

1. "Why should college students care?" Before you start to write, ask yourself this question. If you can't come up with a good answer, then don't even bother. By knowing and writing for your demographic, it will help you to deliver the right message to the college media.
2. Make sure your Press Release is newsworthy (Definition of Newsworthy). It's time to brush up on your Journalism 101. Make sure you know what makes a good news story. The more elements of a newsworthy story, the better.
3. Is the story unique? Have we heard this story before? Let's hope not. How is your story/product/organization unique? Stop the spin. This is the age of the internet where real news travels fast and unique news travels faster. Help your client by stopping the spin and telling them their product/story just simply isn't unique.
4. Target - Specifically tailor your message to an individual school or select group of schools. A little semantics goes a long way. We all know what it's like to receive a personalized letter versus a generic robo message. Take the time and make it personalized. This also applies to inside the newsroom. Most likely there is a college journalist that covers your beat. Find out who that beat writer or editor is and introduce yourself.
5. Headline - This is the most important part of your press release. What will grab the attention of a college journalist? Make sure it is captivating, quick and collegiate. (Example: One of our most viewed releases entitled "Best Internship Ever!")
6. Sweeten the Pot - Include samples for review or the access to interviews. Get your product into their hands. Let them taste, wear, listen, watch, feel or use your product or service. Do you have access to an expert or celebrity? Make sure to include these opportunities in your press release.
7. Necessities - Make sure to include the following: Your contact Information, including email, as well as information about the organization, or its history. It is also important to include a link to your website, if applicable.
8. HTML - The days of faxing are long gone! Embed videos or images that highlight or best convey your message. Include links to demos, examples, web pages, etc. (Example: Best Internship Ever! by STA Travel).
9. Quotes and testimonials - Make the story more tangible by including quotes from real college students, faculty or staff.
10. On campus representation - There is nothing more powerful than face-to-face delivery of a message. If you have ambassadors of your brand on or near a college campus, have them deliver your message directly to the newsroom. It makes your message that much more powerful and you have a source for the journalist them to quote.
The takeaway - Content and Relationships are paramount.