Before you hit submit.

Five checks. They are the difference between a release that goes up and one that comes back.

• The headline says what happened. "Local bakery opens second shop" works. "Exciting news from a leading provider" does not.
• The first paragraph has the news. Who, what, and where. Save the background for later.
• It is written as news. Third person. No "we are thrilled." Quotes are fine.
• A reporter can reach someone. Put a real email and a phone number in the contact block.
• It is between 250 and 2,000 words. Shorter than that and there is nothing to index. Longer and it will not be read.

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