Chapter 4
6 Steps to Free Publicity: Creating and Distributing a News Release
Up to now I’ve minimized use of the term news release (also called a press release or media release) so that I could orient you and help you get comfortable and focused with publicity. But now it’s time to introduce you to a basic tool for gaining the attention of the media.
A news release is a brief document in a specific format that demonstrates to news people why you or your business merit media coverage now. It usually takes up just one page, or at most two, and doesn’t require fancy typesetting or design. Hence, it fits any budget. Its power lies in its compact, scannable format and in the compelling way in which you answer that all-important media question dissected ...
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