It’s probably the second most asked question we get next to, “How do I, or should I, do a press release?”

For the record, there are two answers to the most-asked question are try Google and YES. You could also go to thebusinesstimes.com and search for the dozen or so times Phil Castle, my now-retired editor of over 25 years, wrote about the same topic on this very page telling readers just how to write a press release, where one should release the release along with the most important factor, when to release the release.

Oh, and then perhaps follow up the release to assure it had been received and, I don’t know, maybe have a conversation with the media outlet increasing the possibility of coverage of said press release.

Of course, much of Phil’s efforts were ignored – even more so with the growth of a new phenomenon known as, “I put it on Facebook or Linked In, so I did my job.” You’d be amazed at the number of people whose job it is to send out press releases who think that is the equivalent to fulfilling their jobs. Then again, many folks think sending mass emails and getting a few clicks is getting the job done. But we live in a age where 1,000 clicks are better than one good story.

Allow me to help. It’s important to understand the media outlets one sends press releases to. And that means knowing what the outlet covers, its schedule of publishing or airtime, who the proper people to get your information to are and the appropriate channels to send the information to.

You’d be shocked by how many folks who are supposed to know this, don’t know this. Then again, you’d be shocked to know how many cover stories at The Business Times resulted from media professionals, business managers and business owners doing just that.

There. Got that out of the way. And yes, you now have some insight as to what I do at The Business Times. I sort through these kinds of things all the time. Also note, I toss into the delete folder your advertisement disguised as a press release without hesitation.

But back to the question at hand. Which really shouldn’t be what was asked, but rather, “Exactly how does this newspaper thing work, anyhow, Craig?”

Which is why when I landed in the Grand Valley literally inheriting a newspaper, I asked the professional who I also inherited, Phil Castle. I knew some of it instinctively. The most important instinct I brought with me from my retail days was simple: Do what’s right, not what other people want you to do to make them happy. I didn’t know the secret to success for The Business Times, but I knew the road to failure was trying to make everyone happy. I also knew in doing the right thing, I may fail. Small towns are like that.

It would help if everyone understood that last point, and not just about The Business Times.

So, why are we here? We’re here to tell stories about your business and business news in the Grand Valley. We’ve been doing it for more than 30 years better than anyone else. And we’ve added another aspect to the paper, which is the coverage of in-depth community news. And just like it is with our business stories, one community story leads to another. So, we never suffer for content. Frankly, we could, and should, do more. If only we had more sales.

Which brings us to my most important job at The Business Times. I sell ads. A lot of them. I also write my opinion column and most of the editorials. It’s good to be King. A few of you might think I’ve gotten pretty handy at it. And to those of you who think (or worse, demand) I must write what you want me to write, this column is for you, because it’s a case study for writing my opinion, not what makes you happy. As it should be. Actually, MUST be. Don’t like it? It’s cool. Write me.

Allow me to help on the three basics of newspaper publishing: stories, editorial and advertising. First rule – same as Ghostbusters – NEVER cross the streams. One aspect of The Business Times will never influence another. It’s always been this way, but given some coverage in the Grand Valley, I see why folks see a whole lot of blurring.

So what do we do? First off, we ask questions. Secondly, we write down answers. And third, we print it. So just know, what you say might be quoted, and always credited, to you. This is true whether it’s a business profile or a community news story or from one of your press releases. We do it that way, because it’s proper and professional. We also design the whole thing around all the ads I sell. And then, due to my current reign as owner, we find a spot for my column.

Understand this: No advertiser tells us what, or how, a story is to be written. No “community leader” tells us (especially me) what to write in editorial. And if you want your story rejected, just ask about advertising upfront to get published. I know that sounds mean. I assure you it isn’t.

It’s our, and should be your, expectation of a newspaper.

In Truth and freedom.

Craig Hall is owner and publisher of the Business Times. Reach him at (970) 424-5133 or publisher@thebusinesstimes.com.