If you wait too long, what you’re announcing really isn’t news anymore.
Public relations and advertising are like peanut butter and chocolate. Each is good on its own, but together you have a real winner.
The boilerplate – that “About Us” paragraph at the end of a typical news release – is more important than you might think, which is why you want to do it well.
For unto us a child is born, unto us a son is given: and the government shall be upon his shoulder: and his name shall be called Wonderful, Counsellor, The mighty God, The everlasting Father, The Prince of Peace.
When editors are having bad days and take it out on you, it is best to be conciliatory and resist the urge to fight back.