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Tips on press release writing

It seems like pretty much everyone sends out press releases touting their event to the local (and beyond, depending on the topic) media. So how come most meetings PR don't seem to generate any results? Speaker and futurist Jim Carroll has some press release-writing tips to share. As someone on the receiving end of all too many that just don't say anything worth following up on, I second his tips.

Update: I just found this three-year-old press release about how germy the average desk is—you know, that same thing that's been making the rounds again in the news lately about how gross it is for people to eat at their computers?—and it's a great example of how to do it right, from catchy headline on down. Thanks to The Publicity Hound for the pointer.

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