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How not to make your press release boring..
A well written press release attracts the attention of not only the press, but your customers as well. An ineffective press releases benefits neither your company nor your prospects, but fortunately, it is easy to create a press release than the complemuch more common sense than it is rocket science.
Although you may have heard of the upside down pyramid method of creating an effective press release, there are other concepts that you should be aware of:
Due to the brief nature of press release, it’s not surprising how many marketing professionals seem to get it wrong as they don't put a high importance to the process.