Anyone can pay for ad space to say something great about their business, but when it appears in a news story, the public recognizes it as credible.
Many businesses have newsworthy events that can be turned into effective publicity.
Write from a news-related, objective point of view. You can use quotes for subjective comments and to add color and human interest. By addressing the 5 W's, the organization of the press release falls into place, and no essential facts are unintentionally left out. Keep in mind that editors cut stories from the bottom to make them fit in the space available. For example, if your business is planning a grand opening, the best lead would contain at least 4 of the 5 elements.