Responsible journalism goes hand in hand with professional, ethics-driven, objective reporting. It is what the public want from reporters and from news organizations.
To succeed in getting local media coverage, you must get the attention of the “gatekeeper.” That is an editor or assignment editor at the local daily news paper, or at small weekly publications it might be the publisher. You should also know what NOT to do if you want you press release to result in a news story.
Press releases can be optimized and used to strategically obtain significant online publicity and targeted traffic to a web site, if they are crated correctly and distributed to the right people and publications.