and now holds study skills workshops around town for high school students that need academic help. It included her contact information and website address.   It was a quarter page article in the Houston Chronicle with over one million circulation. When I saw the article I wondered to myself how much that same article would have cost her if she had paid for it.   LOTS!   The Power of the Humble News Article   There are only two ways to land the name of your business in the local newspaper - by paying for an advertisement or by having a newsworthy event that is covered by the local press. Both can be very effective, but the all-mighty news release can provide the level of credibility and respect that can spark on-the-spot sales for your business.   Advertisements contain information that people know is biased. Surveys have shown that the vast majority of people believe that all advertisements contain false or misleading information.   News articles, on the other hand, are written by third-party news organizations that have nothing to gain by endorsing your business. Hence, their believability is high. Thats exactly why your print ads should use an editorial style format. People read editorial style (news article format) seven times more than an advertisement!   Why Are Some News Releases Chosen and Other Not?   Knowing how the press chooses one news release over another will give you an advantage in getting the coverage youre looking for. Most large pressrooms get hundreds of news releases a day. When yours comes in, it competes with all the others that come in with it. Typically, an "Assignment Editor" is the person who has the responsibility to determine what is "news" and what isnt. This person is in charge of reviewing the incoming releases and either assigning them to editors or trashing them. Typically, an Assignment Editor will sift through press releases like you go through your mailover a wastebasket.   If a news release doesnt catch their eye they immediately trash it. The first item on the press release that is read is the headline. If you dont have a catchy headline that grabs the editors attention then it wont stand much of a chance making it to the next step - the first paragraph.   Your first paragraph should tell what your news is, whom its about, where it will be, why its important, and when it will be held. The opening paragraph needs to get to the point fast with no fluff. If its as compelling as the headline, you have a good chance of having the entire release read.