By Featured Speaker Shel Horowitz
Press releases (you can also call them news releases) are a great tool for getting media coverage–my favorite kind of free publicity–and they should be part of every PR strategy. The majority of press releases go straight into the recycle bin–or simply get lost in the deluge of press materials. And some of the reason is that an amazing number of news releases break some of the basic rules.
So be a successful media contact and get the free publicity. Set your news releases apart from the crowd–do it right! That, along with proper follow up, will boost your odds significantly.
The crucial part is not so much in the structure of the release, but in the ingredients. Just as when you bake a cake, it needs flour, eggs, flavoring agents, and sweetener–but you can assemble them in thousands of different permutations within that basic “cake structure”