You will learn:

The difference between a news release, a media release and a press release

Why your news release should never look like the finished story

Why you don’t want your news release printed word for word

The one thing your news release is designed to do

How to use a news release to entice reporters but not jerk them around

4 rules that should never be violated

Why you shouldn’t write your news releases on company letterhead

The importance of the time-qualifier

The 4 things you should include in your contact information

The single most important line in the news release

Tips for writing a killer headline

Examples of formula headlines and where you can find them

The Number One reason why reporters throw away news releases

How to deliver the news release

The pros and cons of snail-mail, fax and e-mail news releases

What to do to get on the media’s blacklist

The 2 best media directories

Paul’s favorite media resource

How to follow up after you send a news release

How to identify your best media contact

Why you should use the Media Torture Technique

The one thing you should NEVER fax along with your news release

The importance of the one-page media advisory

“The Death Question” a reporter might ask after you send a news release

The 2 definitions of a tip sheet

7 tips for sending photos with news releases

Why you must keep a media database

The purpose of a bio

The value of Q&A sheets

How to use “time frames”

The best time of day to fax your release

The 3 best days to fax your release

The best week of the year to get news coverage

How to solve the long, slow “approval process” for your news release

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