At least where I live, the middle-aged owner of a small-town ice cream parlor is 99% likely to know how to do an effective press release. The "news" can be a new ice cream flavor, with the colors of the local HS sports teams...but you carefully write that press release in such a way that any over-worked bottom-rung reporter can spend 30 seconds adjusting the pronouns & such, then publish it in their paper.