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Similarly, if you belong to an affiliate program along with lots of other people who are using their own marketing techniques, a press release probably isn't way to go. Media people are extremely busy, and easily get overrun with press releases. Again, in this situation a classified ad or well-written article is probably a better use of your time and money.
A clever writer can take almost any subject and turn it into a press release without sounding like a sales letter. As great a talent as that is, however, media professionals will easily see through it. An effective press release doesn't just SOUND newsworthy, it IS newsworthy. A sales letter in disguise does not make a good release.
Above all, keep in mind that last thing an editor wants to read is a sales pitch; sending them this kind of material will only get you blackballed in media. If you're not sure your material is appropriate for a press release, ask an expert. Before ordering your release from an outside source, for example, call them or send them an email, tell them about your business, and ask them if they think a release is right tool for you. If it's not, chances are they can recommend something that will serve you better.
Meredith Pond is editor and manager of DrNunley's http://CheapWriting.com. She has written hundreds of successful press releases. See her complete publicity and copy writing packages for students, businesses, and entrepreneurs. Reach Meredith at firstname.lastname@example.org or 801-328-9006.