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Mastering the World of Marketing: The Ultimate Training Resource from the Biggest Names in Marketing by David Riklan, Eric Taylor

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Chapter 40

How to Write a Great Press Release

A Sample Press Release Template

Bill Stoller

What Is a Press Release?

A press release is pseudo-news story, written in the third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service, or product.

How Is a Press Release Used?

Press releases are often sent alone, by e-mail, fax, or snail mail. They can also be part of a full press kit, or may be accompanied by a pitch letter.

What Is the Proper Press Release Format?

Here's a sample press release template you can use to format your press release correctly:

What Should I Put in My Press Release?

Stop right now and click here to read our in-depth advice about packaging yourself as newsworthy. This is an important step—so don't skip it!

Figure 40.1

Note: The three #'s mark the end of the press release.

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Let's stick with the theme presented in that report: You run a vitamin web site specializing in weight-loss products. Through the process described in the report, you've nailed down a nice, newsworthy topic—teenagers and how they deal with issues of weight. But that's a broad topic, not a story.

In the report, we provided a number of ideas for potential stories. Let's pick the first one and craft a press release.

The story: What do kids think about a “thin is in” society?

As you sift through your message boards looking for quotes, ...

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