J. Lessons Learned Remember, even if you follow all of the appropriate steps, your press release still may not be included in your local paper. A number of factors, including the amount and importance of other news, advertising space, and the staff's interest can affect whether or not your press release is published. Don't be afraid to call and ask why the information wasn't included in the paper. No matter what reason you're given, don't get discouraged. You may be successful next time.
Some newspapers receive more press releases than they can ever use.
Whenever possible, be innovative and include colorful and interesting phrases and descriptions. If you sound enthusiastic, the editor may be enthusiastic also. On the flip side, many community newspapers are desperate for press releases and newsworthy materials. Often, they are so desperate that the staff run a press release announcing an activity after the date the event occurs. It's up to you to make sure the newspaper receives the press release in plenty of time for it to be run before the activity or meeting occurs.