My lesson occurred recently upon reading an interesting interview with retired Wall Street Journal assistant managing editor, Paul R. Martin, Sr., in The Bulldog Reporter, a public relations trade newsletter. Reporters and public relations professionals alike greatly admire Mr. Martin's experience, and they should because his advice for avoiding common writing mistakes is best primer available for writing great press releases.

Allow me to share with you what I learned: ·

Keep your press release short and simple. Try to use one word instead of two, and ask yourself if what you've written is redundant. If in doubt, have a colleague or friend read your release. Reporters want to understand your key points immediately. They don't want to call you multiple times for clarification. ·

FROM THE ART EXHIBITION TO THE TASTE OF SENSATIONS - AND VICE VERSA

When Museum of Finnish Art, Ateneum ( since 1887 ) gave me assignment to create and execute 'Marketing Communication Concept' and to find financing for outstanding art exhibition of works of national artist, Akseli Gallen-Kallela ( AGK 1865-1931 ), I called Valio (*) and asked; What comes into your mind of following; 'The original, inborn Finn, where international expert knowledge and high quality are connected'. The answer was; 'The corporate image of Valio' ( and AGK ). In just a couple of days, Valio Ltd. decided to sign a contract as major sponsor of exhibition.

Out from common set of values, I created a concept, which idea was to improve 'Wine & Cheese Culture' in Finnish restaurants. The starting points were an original lunch order signed by AGK found from archieves of restaurant König ( since 1892 ) in Helsinki, and art-work; 'After Opera Ball'. The art-work expresses a restaurant milieu in Paris in turn of millennium. With a little bit of imagination, a piece of cheese and a wine decanter can be found on table of restaurant.

The co-sponsors

In addition to Valio Ltd. and its premium brand, Mustaleima Emmenthal ( cheese ), Mouton Cadet vintage wine, Moet Chandon ( champagne ) and Center-Inn - a major chain of high-class restaurants in surrounding of Ateneum, in Helsinki - was connected into communication concept as co-sponsors. The estimation of " door-openings " into restaurants was 400 000 during 100 days period of exhibition. The media sponsors were Ilta-Sanomat ( daily newspaper ), Classic FM and Maximedia ( JCdeceaux Finland - outdoor billboards ).

From common set of values and target groups into a bilateral co-operation between parties