Never mind gold: Editorial coverage in print or online is platinum. Successful companies have long relied on PR as an integral part of their annual marketing mix. Their advantage is having departments dedicated to public relations or the ability to hire top agencies. But you don't have to be a large company with a bevy of PR experts to land coverage worth its weight in platinum.

Professionals use proven tips, tricks and formulas to write a strong press release; they know where to send that release and what intrigues editors and producers (and the audiences they serve). Fortunately for the smaller entrepreneur, the secrets to successful press releases aren't really secrets.

Walk Like an Egyptian
Most great PR agencies agree on one point: Strong messages that get editorial space or airtime are composed in the form of an inverted pyramid--with the most important data at the top (in the first two paragraphs) and less important information disbursed in descending order.

In order for a release to make it to the masses, top it off with a catchy headline and crystal-clear content relevant to the medium and the target audiences. Eliminate all puffery. Make sure you post the primary company spokesperson's contact information at the top of the release, and the company's contact data in the last line of the release.

All Business, No Blather
I'll never forget the critique I received over my first press release. The editor of a local weekly minced no words--it stunk and he wouldn't print it. Another try resulted in a kindly face-to-face meeting with an experienced columnist at a daily. The seasoned journalist introduced me to the K-I-S-S principle--Keep It Simple, Stupid.

It took a lot of reading, asking advice, writing and rewriting before I finally understood that great PR was far closer to being an editorial, not an advertorial. Your release will have a better shot at being picked up if it's tied to a national trend, especially if it provides strong data from a recognized national resource plus meaningful new insight on the topic.

Ready to Respond
Even if the release grabs an editor's attention, you may not get a second chance, so don't play coy. It pays to be responsive to members of the media. Eda Kalkay is the owner of EKPR, a 4-year-old Manhattan-based public relations firm. "I try to think one step ahead of anything an editor or producer might require in order for them to pick up the story I'm pitching," says the 30-year-old lifestyle entertainment specialist. That means taking the time to do lots of research about the people making editorial decisions, as well as understanding the way each media outlet operates.

For example, TV is traditionally a last-minute venue, so Kalkay is always ready to provide artwork, headshots, additional stats and facts--whatever is needed-- even if it means she has to pull an all-nighter to meet a new deadline.

The A you received in your college creative writing course doesn't guarantee you'll be able to master the art of PR writing. Careful study and lots of practice is the only way to approach that success. Trying before you're ready is not a good idea. You'll do yourself a major disservice, Kalkay warns, if the release isn't well-written and well-presented.

Even with all of the knowledge and as much practice as your word processing software can handle, hiring a professional may prove to be a good investment. Stay tuned for more smart PR tips in next month's column, where we'll show you how one woman's firm went from launch to being in the limelight (think Oprah) as a result of doing just that.