Journalists are by their very nature highly skeptical people who are required (believe it or not) by law to ensure that what they report is factual. Every day hundreds, if not thousands, of press releases (abbreviated PR) cross the desks of journalists around the world.

Of the few that get more than a cursory glance, many are discarded because they don’t answer six very basic questions. If your PR answers these six questions, you’ll find that journalists view you much more favorably.

Question 1: Who?

This is a very important question because journalists need to know whose press release it is. They also need to know who did it. Any good PR will include a quote from someone within the company (ie you). Journalists are social creatures and like to address people by name… so give them one!

Question 2: What

Whats the matter, then? What is your PR promoting? Why did you feel sorry for them? Journalists need to understand what has happened that is news in order to understand how to use it within their organization.

Question 3: When?

You have to tell people when what you are promoting in your PR happened (or will happen). You can also, if it is a big event, tell journalists when the PR will be published.

Question 4: Where?

Where did it happen? A location always helps because the local media can pick up your press release. Local media hubs are always looking for something exciting and interesting with a local angle, so the “where” can often mean you’ll get local media coverage, which is a good start!

Question 5: Why?

Why has it happened? Why is this newsworthy? Why should anyone else care? These are questions your press release must answer in order to be promoted and accepted.

Question 6: How

This is the big question that is important and it is how it happened.

These are six very important questions that public relations must answer. Every time you write a PR, make sure all six questions are covered and answered fully and you’ll have a much better chance of getting your PR caught and generating massive amounts of traffic.