The newsroom is always on the lookout for a new story.

You are full of stories. Now all you have to do is figure out how to position and craft your stories so that reporters are banging down your doors looking for the inside scoop that only you can bring them.

In this exciting, fast-breaking series of lectures, Ricky Shetty and Scott Paton share how they leverage the media to enjoy thousands and thousands of dollars worth of free TV, Radio and print advertising by giving reporters what they want.

You will discover:

• The difference between traditional media and new media

• How to create your unique story

• Writing an irresistible pitch letter

• Case studies

• And much more...

The release should be written on the company letterhead, with the words “Press Release” or “News Release” at the top left corner of the page. Below this, indicate when the information is available for publication. The term “immediate release” means the information is ready to publish and can be used by journalists as soon as they receive it.

Occasionally, you might want more time to gather other information, or would prefer that the journalist publish the announcement at a later date. In this case, use the term “under embargo until” followed by the embargo date, which is when you will allow the journalist to publish the information. Put the press release date below the “immediate release” or “under embargo until” statement. Always include contact information for the journalist’s reference, preferably at the top right corner.

Write the body of the press release using news writing techniques and style. Be sure to include a headline; you also may include a subheadline. Provide a dateline, followed by the summary lead.

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