Many make the blunder of assuming that a press release is the opportunity to provide every possible truth and overload the media with data. A news release is really just a lift pitch-- something you could comfortably say to somebody in regarding 30 secs. You would not dream of offering a three-hour lecture in order to get someone's phone number at a bar. In a similar way, you don't require a 1,000-word press launch to obtain scheduled in a paper or on a radio program. Keep it short, news deserving and fascinating.
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