What Joni said about boring headlines for a news release is so true. The job of a news release is to grab attention - boring the reader is not grabbing attention. Boring the reader ensures that the news release takes a shortcut to the circular file (the trash can).

Media people receive dozens of news releases every day. You have to make yours stand out from the rest. Make the editor or producer stop and say, "What?" That sounds like something that will solve a problem for my audience. I had better contact the sender of the news release for more information.

OK. They want more information. What does that mean? You had better have a well designed media kit that explains in great detail just how you will interest or entertain the audience. Here is where you do not take short cuts. First impressions count, so make it good.

Well, it's late and I have to stop before I babble. More on this topic later.

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