Creating and Distributing a News Release n 55 Can you see how obvious it is on even a quick read how boat owners would benefit from learning about Gabison's invention? Now here's how to produce an effective news release of your own. 6 S TEPS TO F REE P UBLICITY S TEP 1. F IND A NEWS ANGLE FOR YOUR HEADLINE . Select one or more of the media hooks discussed in detail in Chapter 2: something new or distinctive about your business or orga- nization, an upcoming event, a tie-in with the news, and so forth. Then compose an eye-catching, informative headline using that hook. The headline can take up more than one line on the release, so go on as long as necessary to complete the idea. If possible, include the benefit to media audiences of your hook in the headline. Just as in newspaper headlines, you can use a compressed, telegraphic style. For example: