10. Effective Press Release WHAT DO YOU NEED ON THE PAGE? The structure of the press release……. Effective Press Release

16. Effective Press Release … how to not write a lead… Offering 15-second transmission speed, an easy-to-read liquid crystal display and a 5-page automatic document feeder, Sharp Electronics Corporation recently introduced two new low-end facsimile models that boast a number of features not usually found in comparably priced units. The UX-101 and UX-111 facsimiles have now joined Sharp’s successful line-up of personal home office facsimiles. The Sharp Electronics Corporation has launched two low-end facsimile models with features that are not found in comparably priced units. The UX-101 and UX-111 offer 15-second transmission speed, and a five-page automatic feeder.

17. … how to not write a lead… Dignity in Dying launches groundbreaking new advance decision Dignity in Dying, the leading organisation campaigning for greater patient choice at the end of life, has launched a groundbreaking new advance decision (the new name for living wills). The Dignity in Dying Pro-Choice Advance Decision will be released on October 1st - the same date that the Mental Capacity Act comes into force, making advance decisions statutory. The new Pro-Choice Advance Decision, which has been approved by top lawyers, adheres to the main purpose of making an advance decision: that patients can refuse treatment in the case of a loss of mental capacity, even if it results in the shortening of life.

18. Effective Press Release … last word “a news release should be like a piece of plain wood which others can cut, shape, polish, paint or use as they wish. The cutting, shaping, polishing, painting or special use must not be pre-empted by the sender…”