The vast majority of news releases never receive coverage by the media from small businesses. There are many reasons why a release isn’t provided coverage, of course, but none more pervasive than the fact that the release deals with unimportant information.

Take professional practitioners as an example. Most professionals send out three press releases during their entire career. The first announces the fact that they have started practice, the second communicates the fact that they have removed themselves to larger offices, the third broadcasts their retirement. Failing to see their name in print, they conclude that obtaining publicity is an unproductive effort.

They failed to receive coverage for a simple reason. Starting practice, moving a practice and retirement are not news --very few care. If they are located in a small town where the local newspaper feels an obligation to report on any and all local business happenings, they may get a line or two of ink. But in a major market there is far more important news worthy of the very limited space available. Of course, a highly specialized industry/profession newsletter may provide coverage, but even this isn’t too likely. If you want publicity you must come up with information that is truly of interest. If you are unable or unwilling to do so, don’t waste your time or that of the representatives of the media.