Your first chance to impress the editor -- the gatekeeper -- is in the look and feel, the format, of your press release. You can't count on the quality of your ideas if they're never read. Your release may not make the firs cut if a harassed editor decides, based on appearances, that the release is the work of an amateur. By the way, don't make the mistake of announcing your press conference in the press release -- that's what a media alert is for.

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