Since an event happens at a specific time and place, it gives the media more reason to cover you than if you try to publicize an ongoing service or product. A psychotherapist looking for clients arranged to give a free lecture at a nearby public library on eating disorders, her topic of specialization. She sent a press release about the lecture to the papers for four neighboring towns, and two of the four printed photographs and long feature stories about her work. When an earthquake rattles Columbus, Ohio, that's the perfect time if you sell insurance to release a set of tips on making sure you're covered for disasters. If Congress is debating an international trade treaty, tell the press how the treaty would have impact on your export business.
News includes what's happening in the entertainment world.
Controversy gets you attention. When 1993 turned into 1994, I got into the Boston Herald and onto Fox 25 News for putting out the word that many people would be better off NOT making New Year's Resolutions. All rights reserved.