A blog to complement the Web site of the Public Relations Association of Mississippi-Central Chapter Web site at www.pramcentral.org.

Thursday, March 03, 2005

The art of the press release

Link - With one typographical error, Liz Miller became a legend in the public relations world. As communications manager for a skin care company based in San Jose, Calif., Miller writes about 40 press releases a year, e-mailing them mostly to trade publications read by dermatologists and spa owners. One item touted special deals on glycolic-acid products and encouraged readers to call a 1-800 number for more information. But when readers dialed the number, they got much more information than they expected. Miller, it turned out, had typed in a single incorrect digit and provided the number for a phone sex line. Not surprisingly, she was soon flooded with calls from editors, angry customers, and laughing colleagues. To be sure, Miller is not the first -- nor will she be the last -- person to blow a press release. Writing and sending an effective press release is more challenging than it seems.

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