Making a News Release Work
Whether it’s sent via e-mail, snail mail, or fax, a news release is the best way to connect with media. Media lists, media trips, media kits, and photo libraries are your other vital publicity tools, and they’re all interdependent.
The fact is that
news releases can work incredibly well, but most of them don't
. A lot aren’t newsworthy, are wordy and poorly written, or don’t look like professional products.
A news release is exactly what it sounds like: Genuine news sent to media with the aim of generating stories. The trick is to get the right stuff to the best people at the most opportune moment.