You send out press releases in the hope that they would be published by newspapers and other publications. So the first thing you have to do is to ensure that the release conforms to what newspapers typically publish.

Newspapers publish news. So your release must be some kind of news. A sales pitch is not news and will not be picked for publication by the press.

The next issue is the format of the press release. News is published in a certain journalistic style. If your release conforms to this style, it can be published as it is. Otherwise, it will need to be edited by a news editor, who might not bother doing it unless your release has high news value. Read the rest of this entry »