White PapersThink Local!
The best way to insure that your press release will be used by a newspaper is by having a local angle to your story. The more localized your release is, the better. For example, if you are doing PR for a college, you would be sure to get results if you send a photo and a description of each of the students at your institution to their home town newspaper.
When I used to do publicity for ski races at Sugarloaf/USA, we found that the best results came from sending a photo of each of the top finishers in a race to the weekly or daily newspaper in their home town, with a quote from the racer, and the names of the racer's parents. In PR, this is called "bringing your story home," and although it is time consuming from the PR person's point of view, it is the most effective way to get the most possible coverage of your news release.
Remember, find a home town hook to a story and bring it home!
...more of Nancy's Tips
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