You’ve convinced your marketing manager or company president that adding publicity into your marketing mix is of great value – congratulations! But now what? How do you peddle your story in a way that offers a valuable story idea to a reporter and encourages him to write a story about you? It’s time to develop your writing skills and start developing an arsenal of press releases to fire off to the media. The Backbone of Publicity – The Press Release-While some may argue that the press release i









