Today's news is tomorrows chip paper?
Not any more.
News is here to stay - particualrly when it's online. Articles and stories posted years ago can still be found by a quick google search, so make sure that you say it right the first time.
Editors and journalists are inundated daily with press releases from companies and PR consultants, not to mention the stories that they are working on themselves.
You need an attention grabbing headline, a story that readers will want to read and ensure that they know who you are without it turning into an advert.
And you need contacts in the press outlets, which we have.