The Seven Deadly Sins of - The Seven Deadly Sins of Bad...

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The Seven Deadly Sins of Bad Press Releases First, the good news. To write a WINNING press release, know the publication and its  readers and cut to the chase in no more than two pages, preferably one. Now for the seven deadly sins… 1.  Banal headlines.  Take some creative license and make the connection between your  subject matter and issues that people care about, such as their pocketbook, security and  families. 2.  Meandering copy.  Many press releases read like brochures, with a leisurely  introduction followed by the main points. Big mistake. Instead, follow the structure of  newspaper stories. The first two paragraphs should be able to stand on their own and  answer the questions: "Who, what, when, why, where and how?" 3.  The "So What?" factor.  It's important to ask yourself: Why is this news? If it isn't 
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