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*Press releases are the key to getting the media's attention. When reporters step in and highlight your business on the air or in their print publications, it can have an astounding impact on your profits.

*There is something magical about press coverage.

* The general population pays closer attention to media coverage than they do to advertising.

*This is, no doubt, due to the fact that the media is very selective about the exposure they give.

*In order to gain that coverage, you have to inform journalists about your company.

*This means using press releases. However, press releases have specific "do's and don'ts" that must be followed.

Press Release

Press ReleaseWriting a press release is completely and totally different from writing any other type of business material. If it isn't done right… your release will end up in the trash. If your "hook" isn't strong enough… you'll be passed over. If your press release sounds like an ad rather than a news story… you won't even be considered.

BUT… when the press release is written correctly you gain:

* exposure as an expert in your field* positive coverage for your business* increased sales* open doors to other public relations activities* a prime spotlight in front of your customers* a strong referral from the media

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