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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 a press release. A press release announces news. People who receive press releases expect them in a certain format. While creativity is normally a great ingredient in marketing, your press release should follow press release standards. It still gives considerable range to your cleverness.

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