Creative press release will grab the attention of the news media.(Business)

From: The Virginian Pilot | Date: December 26, 2004 | Copyright information

Byline: AUDREY KNOTH

by Audrey Knoth

Few business tools are more poorly used than the press release.

It's too bad because the press release is the primary method for communicating your company's story to the news media.

Ask any news editor how many press releases he or she receives in a day, and the answer, given with a sigh, is likely "a hundred, and most of them aren't any good."

One of those 100, at best, is likely to merit...

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