If a news release contains real news and is well written, editors may print it almost unchanged.
Editors use only a small percentage of all releases that they receive.
Thus applying news judgment is vital to generating coverage. If you find truly newsworthy events and draw them to the attention of the news media in well-written news releases, you and your organization will gain credibility. If, instead, you flood newsrooms with releases about insignificant events, your credibility will suffer, and journalists will be less likely to pay attention to your material in the future. Because most journalists are under deadline, they favor releases that are well written and so need little work on their part. Use simple, direct language, not jargon.