Write for a determined target audience. Give your news release credibility with a quote from a reliable source. Place quote below the lead or the second paragraph. If possible, keep the release one page long. Editors and reporters receive hundreds and need only basic information.
Time is a factor.
Send a news release two weeks in advance for an event, or the same or next day for a company announcement. Know and respect the deadlines of the publications and media you are informing. When dealing with newspapers, you will give either the morning or evening newspaper an advantage. Media Relations and Placement Know your reporters' beats and interests. This will allow you to position stories that have a greater chance of being utilized.