Never play favorites. If you send news to one newspaper, send it to the others in the same general service area. Don’t play favorites when it comes to releasing interesting or important information. Doing so may get you blackballed by the papers who are continually overlooked.
Stick to the facts. Don’t turn your release into an opportunity to sell your business or its services. Keep the information free of opinions and obvious self-promotion. Be objective about what you put in the release and follow the rules of release writing that follow.