There’s an old saying that “You can’t buy good publicity.”
Strictly speaking, it’s not actually true. Because every news medium, from the national tv stations to the smallest local free paper, is always on the lookout for news. If you provide them with it, then you have a good chance of getting some ‘free’ publicity.
However, it needs to be a real story and it needs to be a positive one – the editors will latch on to anything negative before you even know you’ve said it, and turn your fantastic new contract into a “Lifeline for struggling firm.”
So make sure that what you say gets reported, your releases have to be written well and in their language.