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The Cardinal Rules of Creating a Press Release

Don't annoy editors and reporters with an amateur press release. Follow these guidelines.

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This story appears in the July 2000 issue of HomeOfficeMag.com.

If your press releases aren't getting any press, chances are you're breaking one or more of the cardinal rules-rules by which most reporters and editors live by when it comes to public relations. Before you send out a release, ask yourself these questions:

1. Have you done your homework? A big-and understandable-pet peeve of reporters and editors is that too many pitches display an ignorance of the publication's editorial slant and content needs. In other words, just because you're a fan of tech magazine Red Herring, that doesn't mean you should submit a press release to its editor on your gift basket business. (This might sound like common sense, but you'd be surprised at the number of pitches that so blatantly miss their target.) The cardinal rule here is to be sure that you're familiar with the kinds of articles your targeted publication publishes.

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