It's subjective. If you're paying someone to do this, it should be a few dollars.
Ah... you want coverage, positioning, credibility, viewpoints? That takes analysis and research and the expertise of a professional wordsmith. We understand the target – the journalist. That may be the editor of a prestigious national publication or as often a cadet reporter keen to earn their stripes. Underestimate this group at your peril, they are often fresh out of a degree and keen to make their mark. After a lifetime of writing for media and the revolution in online media the key elements of press releases are as relevant today as they were when, in 1890, news agency Reuters defined what is considered newsworthy:

  1. Impact
  2. Currency
  3. Timeliness
  4. Prominence
  5. Proximity
  6. Novelty
  7. Human Interest
  8. Conflict

From 1890 to today nothing has changed. No really, it hasn't

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Press releases - Heusler Public Relations