When deciding whether to send out a media, there are many things to consider. There are rock solid rules, but as a media relations professional I've sent out hundreds of media releases over the last few years and the most important thing the remember is to make certain that the release will be of interest to the reader of the publication you are targeting and is newsworthy. If it doesn't fit these two criteria, you're just wasting both your own time as well as the editor's time.

A well-crafted press release can accomplish a lot of things for your organization. It can be used to present information to the public, your shareholders, your customers and your competition about your activities.

To help you decided whether something is newsworthy, I created this list of 25 media release ideas|ideas for press releases}|developed this list of 25 ideas for press releases. This list is not complete, but should help you see what type of stories are worth your time. Feel free to use it as a brainstorming tool for your own business. Depending upon your business model some of these ideas may not apply to your business.

So you've written your press release, but what's next? How do you get your release into the hands of the media? {Should you submit the release yourself or hire a public relations firm|Can your company handle the media relations or should you hire a public relations {professional|specialist|firm? The following questions may help answer your question:

We should first define the roles of a public relations firm. Many people don't understand the difference between a PR firm and a marketing firm or ad agency. A public relations firm handles media relations. It is the interface between a company and the news media, focusing on the company's reputation and image. A marketing firm, on the other hand, handles advertising placements or develops advertising messages and strategies.

The public relations firm or specialist, often referred to as the publicist, will pitch journalists and editors on a story idea involving a company, product or author. The PR firm will attempt to match a story with a particular media outlet with respect to the interests the people who read, watch or listen to that particular outlet.

Many large companies handle their public relations in-house by maintaining as staff trained in media relations, while others hire outside PR firms and or publicists to handle their media campaigns. The route your company should take depends upon your company's own resources and needs.