With certain exceptions, news is not automatically big news. The exceptions are dead popes, the World Series, tsunamis, volcanoes, wars the wars that involve us anyway -- but most news actually becomes news -- including wars -- because of press releases. The example I always use -- because we're in the small town of Woodstock -- is the little league schedule. If the little league schedule is going to be in the newspaper, it's only because the coach or the coach's wife sends it to the newspaper.
Most news originates as a press release or a press conference or an announcement. And if it's going to stay in the news, it has to get new press releases and new stories. Someone has to work at that, someone has to invest effort and time to make it a big story. And if nobody does that, it may not be a story at all, or it may be a one-time item. You know, page 12 of the New York Times, page 26.
This puts small business at a terrible disadvantage, because even the prosperous ones do not have the resources to gin out press releases. That is a terrible pity, for them and the readers who would be interested in their stories. Presto Vivace was structured in a way that allows me to offer PR services at a price small companies can afford.