Of course there are many public relations firms willing and able to do the work for you, at a price. Unlike an advertisement, placing your business in a newspaper story or other editorial venue is not guaranteed. Your story must be presented in such a way that the editor or program director will decide it is interesting and newsworthy enough to warrant coverage in their newspaper or television show. Editors get barraged with story requests every hour, so before cluttering their desk further, ask yourself and your associates if your story is truly newsworthy and interesting to their readers or viewers. Also, think ahead.
Every media outlet operates on deadlines.
Don t wait until two days before your grand opening to get the word out. Think in terms of weeks and months ahead of your event or story. Find out how the editor would like to receive your story or query. E-mail is becoming more acceptable, and saves the costs of postage and fax paper. Above all, remember that determining the bottom line value of both advertising and public relations is an inexact science at best.