In general, there are two main ways to get the name of your business mentioned in a local newspaper, online news publication or other news media (such as trade journals and local radio stations): paying for an advert, or having a newsworthy event or story about the business that will attract media coverage. Both can be very effective, but a press release (or news release) can convey a message with a level of credibility that could result in immediate sales, enquiries and interest in your business.

Knowing how news media publishers choose one press release over another will give you an advantage in getting the coverage you’re looking for. Most news media publishers receive dozens of press releases every day, so when yours arrives it faces stiff competition.

This factsheet explains some of the key principles involved in preparing, writing and submitting effective press releases to the news media. It includes ideas for the type of news stories most likely to be covered and provides information about press release distribution services and other online resources for ensuring that your news story is distributed as widely as possible.