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The Copywriting Sourcebook by Andy Maslen

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Introduction

PR really is free advertising. Without the taint of commercialism. But you do have to work a little harder. Journalists are under no obligation to print what you send them, unlike their more accommodating colleagues in the advertising department. So give them something usable, write it well, and sprinkle a few quotes around.

PR really is free advertising.

A press (or media or news) release is a standardised way of announcing some news to the media. There is fairly broad agreement on format, style and structure between the media outlets on the receiving end and the PR companies and companies doing their own PR on the other. We’ll ...

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