Few things get less attention in a busy newsroom than a typical press release. Yet clients often insist on them, Denise Graveline writes: "It may seem as if the only thing your clients request is a press release, regardless of intended audience, media interest, likelihood of coverage or content issues." She lists other options, "all of which can be used to prompt a discussion about the intended audience and whether, in fact, a release is the right tool for the job."
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