The Do-it-Yourself Press Release Makeover
How To Turn a So-so Release
into a Wildly Successful One
Joan Stewart interviews Marcia Yudkin
 You will learn:
- Why writing a news release is so painful—and how to remove the pain
- The most important thing to do BEFORE you sit down to write a release
- Why Marcia and media people hate “mystery meat” headlines
- 3 examples of vague, pointless headlines she found on the Internet
- Why “cute” doesn’t count when writing a release
- The 2 things you must include in a headline if you are publicizing an event
- Things other than your news release that compete for the reporter’s attention
- The beauty of subheads, and why they are so effective
- The 2 audiences you must keep in mind when writing your release
- Which of those 2 audiences is most important
- The 3-letter word you must never use when writing a news release
- How to use effective quotes in your release
- Marcia’s favorite news release headline
- The 3 most important traits of a great headline
- How to use alliteration in your headlines
- 2 things to consider when writing releases for the Internet
- Where to put your web site URL in news releases for the Internet
- What to put in the subject line of a news release you are e-mailing
- When to use a news release and when to use a pitch letter
- Why you shouldn’t cram everything you have into a news release
- A great technique to use that will make your news releases irresistible
- The advantage of putting a landing page URL in your news release
- How to entice the media to include your URL in the news story
- 5 details to include in every release
 The last thing to do before your news release goes out the door- How to double-check phone numbers and URLs
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