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May We Have Your Attention?

Meet the press.

This story appears in the March 1999 issue of Business Start-Ups magazine.

Business is booming . . . We're opening a second location . . . We're staying open later to accommodate the crowds. Want to hear yourself saying those words? Wonder if your company's 15 minutes of fame will ever come? It could happen sooner than you think, says Alan Caruba, PR guru and author of the handheld guide Getting Famous: How to Write a Successful News Release (The Caruba Organization, $5, 973-763-6392). Caruba knows plenty about grabbing the spotlight: He's also founder of the hype-driven Boring Institute, a media spoof known for its annual list of the 10 most boring celebrities.

Fame is elusive, and it's no wonder some businesses go completely unnoticed in their communities, says the Maplewood, New Jersey, PR expert. What start-up entrepreneurs don't know about the power of a good press release can hurt them--and that's no laughing matter. To start with, Caruba points out, it's called a news release, so it's got to contain news.

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