Got news to share? A quick #PR how-to guide

marketingYour business or nonprofit has news to share. Maybe you’re a self-published author or artist with a new book or exhibit ready to debut.

The world needs to know, but how do you go about getting the word out?

Producing the PR: The writers among us have a built-in advantage here, but not as much as you think. Your press release needs to be just the facts, ma’am, with the most important elements being the subject of the email that you send out to editors and TV news producers and brevity. The PR doesn’t need to be a book, and in fact had better not be, if you want anybody to read it. Editors and news producers get literally hundreds of PR pitches daily; if yours takes more than a few seconds to scan over, it’s going to the deleted folder, almost assuredly.

Formatting: If you send a PDF that can’t be copied and pasted, you’ve wasted your time. Paste your text into the body of the email, or send an attachment in Word. Attach a headshot photo, book cover, art image or logo, or all of the above. Don’t spend too much time building a PDF with everything laid out nicely, because the editor is just going to rip it apart anyway to suit the needs of the particular publication.

Send it to yourself: You no doubt have your own website, Facebook, Twitter, an email newsletter. Those elements that you control are pivotal to what you need to do to get your word out. In part because no matter how good you are at writing your press release, getting it in the right hands, etc., you can’t guarantee that an editor or TV news producer is going to be interested in working with you. But you can guarantee that the word gets out on the media that you control.

Questions? Augusta Free Press manages marketing campaigns for dozens of clients in Virginia and across the country. Contact us today at to find out how we can help you reach customers and clients.

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uva basketball team of destiny

Team of Destiny: Inside UVA Basketball's improbable run

Team of Destiny: Inside Virginia Basketball’s Run to the 2019 National Championship, by Jerry Ratcliffe and Chris Graham, is available for $25.

The book, with additional reporting by Zach Pereles, Scott Ratcliffe and Scott German, will take you from the aftermath of the stunning first-round loss to UMBC in 2018, and how coach Tony Bennett and his team used that loss as the source of strength, through to the ACC regular-season championship, the run to the Final Four, and the thrilling overtime win over Texas Tech to win the 2019 national title, the first in school history.


Augusta Free Press content is available for free, as it has been since 2002, save for a disastrous one-month experiment at putting some content behind a pay wall back in 2009. (We won’t ever try that again. Almost killed us!) That said, it’s free to read, but it still costs us money to produce. The site is updated several times a day, every day, 365 days a year, 366 days on the leap year. (Stuff still happens on Christmas Day, is what we’re saying there.) AFP does well in drawing advertisers, but who couldn’t use an additional source of revenue? From time to time, readers ask us how they can support us, and we usually say, keep reading. Now we’re saying, you can drop us a few bucks, if you’re so inclined.


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