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 first
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.