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When you write your press release, you’re effectively trying to sell your story to the reporter. The opening paragraph, and especially the headline, should grab the reporter’s attention by giving him something he can use, straight away, without having to spend a lot of time working out an interesting angle.
That said, there's more to Press Releases than just that. In this short presentation I'll share the strategies I've used to gain loads of media exposure. In fact you can see the type of coverage we've got here: http://www.melbourneseoservices.com/seo-experts/in-the-media/