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All newspapers need press releases to help fill their pages.
Local papers particularly need news submitted by the local community or they have to pay more for journalists write news stories. Look through your local paper and spot the PR material submitted by commercial organisations. This will encourage you as to how easy it is to provide news stories for the press.
Also try local TV and radio to promote anything going on in your business which may be of local interest or has a novelty value.
Put together a local editorial contact names, numbers and email addresses. Press releases must be submitted to the news department (editorial department if it's a magazine).
Write your press release so it is interesting and newsworthy. Generally journalists prefer to deal direct with organisations rather than PR agencies, so always follow up.
Where possible, also send a photograph with your press release which can drastically improve chances of the article being used.
Remember, press-release publicity carries more credibility than paid-for advertising.
David Lomas, M3 Publishing
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