Like many seasoned marketing executives, you may come from the school of straight talk and have been taught that any news release without the 5 Ws (who, what, when, why, and where) is simply not going to get read. I often hear, ‘We have nothing to talk about; no new products, partners or customers, so we can't possibly create a news release.'
The crux of the problem is that the role of the news release has drastically changed. No longer reserved purely for journalists, news releases on the web reach everyone. We call non-news releases feature releases. Just like a feature story you may read in any publication, we use the same approach.