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Many marketers consider press releases to be one-size-fits-all proposition. Fortunately, smart publicity insiders know that such description is wrong. It is well-known that a press release should contain a 'hook', be written in an interesting and active manner and so on. But it has another side, which is often missed - you have to write proper press releases. Such thing as a 'one-size-fits-all' release does not exist because different occasions require different releases.

'Want free publicity - write a press release'. This is a well-known statement and many small business owners practice that. But still, there are some who think that running ads is easier and much better. How wrong they are! If only they could realize the impact of a press release compared to an ad they would not hesitate to use this marketing strategy.

Press release is the cheapest way to gain public attention. They are written on every possible occasion and are often called news releases. Before you write a press release, you should define your goals and whom you want to influence.

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