How Do I Get My Press Release in My Local Paper?

There's no guarantee you'll get published, but you'll improve your chances greatly by writing a release editors want to publish, timing it right and following up.

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Write a Release Worth Publishing

Create a "newsworthy" press release (in the proper format) -- something the editor feels their readers will find useful, interesting, original, entertaining or whatever. It can even simply be an announcement about a new service -- but it has to have a twist or something that makes it interesting enough to publish it. This is known as the "hook."

The Peg

Timing is very important, so make sure you're writing with timing in mind. The editor is thinking, "why should my readers be interested in this now?" This is the "peg."

Match the Style

Get to know the particular style of writing the paper is looking for​. Check the paper to find stories of similar businesses that got published for ideas.

Pay Attention to the Headline

Make sure it has a compelling headline too. If it doesn't, they'll never read the rest of the release.

How to Send the Release

Send the release to the appropriate editor via email (email addresses are often published at the publication's website), but not as an attachment -- just place it in the body of the email. These days, people are leery of attachments from people they don't know. If it's a small paper, there may be only one editor. For larger papers, find the editor that covers your topic. It also couldn't hurt to establish a relationship with the appropriate editor to start -- if it's a small paper, PR pros in your local area typically will have these relationships already. National is another story. Use a compelling subject line too.

Check in, but Not Too Often

Follow up in a timely way to make sure they received it and/or to see if they have any questions.

An Important Final Note

Don't send editors to the home page of your website in the release's contact info. Set up a press room (AKA newsroom, media room) on your site, so if the editor wants more information about you, they can find it easily and it won't be in "marketing" language. If you need to know how to do this or need more info about how to do PR, let us know.