Your voice is one of the most powerful tools you possess and using the media is a great way to get your voice heard. The most profitable and often overlooked free publicity generator is the news release. A news release is a brief written summary alerting the local media about your business news and activities. News releases are not only great marketing tools but also far more credible and believable than advertising since they appear to come from an objective third party.
So, what makes a good story? While the answer to such a subjective question can be difficult, here are a few pointers in order to guide you in writing your news releases.
Reporters like stories that are related to a current event or issue, or those that have emotional appeal. A news release should provide enough information to generate interest but just enough to incite them to want to know more. In doing so, it is only logical that it must provide good contact information if they wish to follow-up. You would be amazed to know how many news releases fail to mention even the simplest of things, like a phone number or a contact name.