Press releases seemed like an elusive writing form that was secretive from people like me when I first began marketing for small businesses. I sent a couple of releases to my local newspaper but never heard from them again.
Then I discovered the formula for writing and submitting press releases and the phone began to ring. First, I set up a f'ree account at PR Web. They have a paid version that I now use, but I highly recommend using the f'ree service in the beginning until you really get rolling. I keep my releases short - 200-300 words, and focus on the who, what, where, when, and why. Also, I send the press release out about three weeks prior to the actual event to give the media some time to decide how they will cover it.
If you have news that is evergreen, send it out anytime. You can also check online to find the f'ree press release services that are supported by the major newspapers. Sending the exact same release to two or three different sites will increase the chances of the story being picked up.
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