Perfecting the Press Release The press release is the basic currency of public relations--it's the $1 bill.

Almost everything that happens in public relations starts with apress release. A press release announces news. People who receivepress releases expect them in a certain format. While creativity isnormally a great ingredient in marketing, your press release shouldfollow press release standards. It still gives considerable rangeto your cleverness.

Excerpted from Knock-Out Marketing: Powerful Strategies to PunchUp Your Sales