People get so caught up in the news release when the truth is that most are poorly written, are filled with so much self puffery and very little news, and/or sent to the wrong people who can't do anything with the release in the first place. Small businesses especially fall for the belief that press releases will product magical results. That couldn't be further from the truth. A few tips: 1- Be sure that there is actually something of importance to talk about in the release.