Many media outlets will not release your words simply because you have sent it. Another reason why many organisations use direct contact to get a message to their customers! Customers can also review releases exactly like a media outlet and, if you have not told your story in the first paragraph, it is likely to be binned.Remember you have about 400 words max to tell your story. Australian media and consumers do not like the hard-sell technique. You need to communicate your release without making it appear as a sales brochure or a TV ad script. Get across the issues, features and benefits clearly without too much pitch.If you are hellbent on getting a release to a media outlet, here are a few areas to consider:fFollow up your press release by contacting the recipient personally. fInclude a photo or graphic in your release but make sure it is high to extremely high resolution as otherwise it will be dumped.fIf you are expecting a call-back, make sure you, or the nominated contact person, are fully briefed on the release and what to say, with company approval to do so. Write down and practise your responses.fConsider the competition and don’t announce something that has already hit the streets.fAssuming your company receives electronic press clippings, ensure that whoever is monitoring this gives you leads to maybe respond to other announcement son the same subject tor product/service.Product launchesSee: How to conduct a client function.There is much similarity in planning and conducting a product launch in the details provided in holding a client function.