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News editors and reporters get tons of press releases every day. Most prioritize them by date, or how timely the information contained in the press release is. To make sure you are creating press release magic, include a release date for the news at the top of the press release along with the contact information. You should also include the date that the news item will occur. Since the release itself is often the announcement, and the release includes a dateline, you can often answer the question "when?" with "today." For example, "XYZ Company today announced its acquisition of ABC Company."