Use press releases to be found on the web, drive traffic to your website, and gain publicity in the media and among your customers.

1. Market
Your
Business
With
Press
Releases

2. Press Release Target Audiences
Editors/Reporters/Writers Consumers
Ideally, they should receive
different kinds of releases

3. Anatomy of a Press Release
Who
What
When
Where
Why
How
Just the Facts

4. Anatomy of a Press Release
First paragraph contains essential information
The Inverted Pyramid
Second paragraph expands on the
information
Next paragraphs add depth
– the “why” and the “how”
Reader can stop
at any point and
still be
informed

5. Anatomy of a Press Release
GE Aviation to Create Electric Power Research & Development Center in Ohio
R & D Center will focus on advanced technologies for military and civil Hybrid
Electric Vehicle and More Electric Aircraft applications
DAYTON, Ohio, 31 March 2010 -- GE Aviation today announced that it will create an
Electrical Power Integrated Systems Research & Development Center
(EPISCENTER) near Dayton, Ohio. The center will be directed at several markets
including on- and off-highway hybrid and electric vehicles, more electric aircraft and
marine applications.
The exact location of the center is expected to be announced by the end of 2010
following site research, analysis and final business reviews. GE expects
EPISCENTER operations to begin in 2012.
“GE’s EPISCENTER will focus on advanced energy management involving electric
power systems research and development including electric power generation,
control, distribution & management, conversion and energy storage equipment,”
said Vic Bonneau, president of Electric Power for GE Aviation Systems. “This center
of excellence will be used to design optimized systems that deliver electric power
efficiently and robustly for our military and commercial customers.”

6. Anatomy of a Press Release
GE Aviation to Create Electric Power Research & Development Center in Ohio
R & D Center will focus on advanced technologies for military and civil Hybrid
Electric Vehicle and More Electric Aircraft applications
DAYTON, Ohio, 31 March 2010 -- GE Aviation (WHO) today announced that it will
create an Electrical Power Integrated Systems Research & Development Center
(EPISCENTER) (WHAT) near Dayton, Ohio (WHERE). The center will be directed at
several markets including on- and off-highway hybrid and electric vehicles, more
electric aircraft and marine applications.
The exact location of the center is expected to be announced by the end of 2010
following site research, analysis and final business reviews. GE expects
EPISCENTER operations to begin in 2012 (WHEN).
“GE’s EPISCENTER will focus on advanced energy management involving electric
power systems research and development including electric power generation,
control, distribution & management, conversion and energy storage equipment,”
said Vic Bonneau, president of Electric Power for GE Aviation Systems. “This center
of excellence will be used to design optimized systems that deliver electric power
efficiently and robustly for our military and commercial customers.” (WHY THE
CENTER IS BEING BUILT)

7. Anatomy of a Press Release
Medical Claims Experts Provide 21 Recommendations for Health
Insurance Reform
Proposal Seeks to Improve Health Insurance Experience
Austin, Texas and Torrance, Calif., Oct. 12, 2009 — Who better to turn to
for health insurance reform ideas, than the professionals who speak every
day to health insurance companies on behalf of patients?
The Alliance of Claims Assistance Professionals, (WHO) a national
organization (WHERE) of consultants who help resolve medical claims
issues between patients and health insurers, today (WHEN) released a list
of nine goals for health insurance reform and 21 specific steps that would
help bring about that reform (WHAT).
"Our proposal affects all the major participants in our health insurance
system," said Lisa Norris, co-president of the alliance. "For example, while
we specify changes we'd like to see in insurance coverage, we also
advocate standardized patient statements from healthcare
providers."(HOW)

8. Anatomy of a Press Release
Medical Claims Experts Provide 21 Recommendations for Health
Insurance Reform (contd.)
"As professionals who step into the middle of contentious medical claims
issues, we get a broad view of the interplay between doctors, health
insurers and patients," said Becky Stephenson, co-president of the
alliance. "Putting these recommendations into action will improve the
health insurance experience for patients, providers and insurance
companies.“ (WHY)
About the Alliance of Claims Assistance Professionals (ACAP):
The Alliance of Claims Assistance Professionals is a national, not-for-profit
organization of professionals who assist patients and caregivers with
health insurance claims issues. We are dedicated to the growth and
development of the claims assistance industry. We educate the media
about medical claims issues and claims assistance professionals' (CAP)
services, and we support our members with opportunities for development
and information sharing.

9. Anatomy of a Press Release
Packaging Converters Gain Greater Control and Reliability During
Trials Following Upgrade of EVAL Americas' 7-Layer Blown Film Lab
Line
PASADENA, Texas, July 20, 2009 — As packaging film structures grow
more complex and cost pressures on converters mount, the need for better
control, reliability and predictability during trials grows stronger. To help
meet this need, EVAL Americas today announced the recent completion of
a major upgrade of the Brampton Engineering 7-layer blown film lab line at
its Kuraray Research and Technical Center in Pasadena, Texas.
The upgrade included adding Brampton's ITALYCS® 4 (Integrated
Temperature And Line Yield Control System) and new drives and motors to
the labline, at an investment of nearly $150,000.

10. Anatomy of a Press Release
Packaging Converters Gain Greater Control and Reliability During
Trials Following Upgrade of EVAL Americas' 7-Layer Blown Film Lab
Line (contd.)
For more information, contact:
At EVAL Americas:
Robert Armstrong
Director of Technical Service
EVAL Americas
phone number / email address
At Brampton Engineering:
Bill Mitchell
Inside Sales and Marketing Manager
Brampton Engineering
phone number / email address

11. Anatomy of a Press Release
Headline (w/ subhead)
Body – 200-400 words
About – 3-4 sentences
Contact Information
Elements

12. Anatomy of a Press Release
Miami Business Coach – Corporate Expert Reveals Abuses Behind
One of America’s Fastest-Growing Professions
Miami business coach John Wyche reveals the truth behind one of
America’s hottest--yet most abused--new professions. “The good news is:
Exceptional corporate coaching helps turn dysfunctional companies
around,” he says. “The bad news is: Poor coaching costs companies time
and money--and problems just get worse.”
MIAMI, FL., November 25, 2005 – Miami business coach John Wyche
says executives who want to hire a business coach but are afraid they’ll
get taken for a ride by a do-nothing “expert” probably have realistic fears.
Wyche specializes in coaching business leaders from prominent mid- to
large-sized corporations.

13. Anatomy of a Press Release
Miami Business Coach – Corporate Expert Reveals Abuses Behind
One of America’s Fastest-Growing Professions (contd.)
“Some of my colleagues will be unhappy to hear it said aloud, but there is
abuse within the business coaching industry,” says Wyche, who holds
degrees in economics and business from Yale and Stanford. “Those of us
who are trying to make legitimate contributions to the field know this better
than anyone.”
...
The Miami business coach cites six common abuses committed by
incompetent coaches and the protections business leaders can use when
hiring a coach.
1. ABUSE: The business coach brandishes a coach certification as prima
facie evidence of his coaching competence.
PROTECTION: Look for solid experience and credentials and ask for
references. Certification says nothing in and of itself. Some certifications
are highly regarded within the coaching industry, but some require little
more than a credit card to earn.

14. Anatomy of a Press Release
CONNECTICUT REAL ESTATE SEARCH ENGINE LAUNCHES WITH
MORE THAN 31,000 LISTINGS STATEWIDE
www.CTreal.com Provides Wider Exposure to Homes and Condos for
Sale or Rent, Shortens Market Time and Contributes to a More
Efficient Real Estate Market
North Haven, Conn., February xx, – If you’re looking for a place to live or
work in Connecticut, there's a new real estate search engine built with you
in mind -- www.CTreal.com. Launched today, CTreal.com enables
searching of more than 31,000 homes, condos, land, multifamily and
commercial properties offered for sale or rent in towns throughout
Connecticut.
CTreal.com is the official search site of the Connecticut Association of
REALTORS®, Inc. It carries the listings of the more than 13,000 members
of Connecticut Multiple Listing Service, Inc., which developed the site and
administers it. CTMLS is Connecticut's only statewide MLS and was
founded with the sponsorship of the Connecticut Association of
REALTORS®, Inc.

15. Press Release Topics
New or revamped product
Product accessories
Product extension
Your company in the news
Trade show exhibition
Speech at industry conference
Expert opinion
Tie-in with national event or news
New hires
Promotions
Awards won by company or employees
Patents, trademarks
New contracts
Company acquisition
Company sale
Company reorganization
Joint venture
Earnings release
Earnings forecast
New plant / building
Industry achievements
Research findings
Social and charitable works
Store openings

16. Press Release Distribution

17. Press Release Distribution
Local and National Media
• Print
• Web
• TV
• Radio
Blogs
Industry websites

18. Press Release Distribution
Your Website
Social Networking Sites
Your Blog (linked to
your website)
Social Bookmarking Sites
Your E-newsletters

19. Arun Sinha, President
Stamford, CT 06902
www.AccessC.com
contact@AccessC.com