I knew nothing about osteoporosis when suddenly the phone rang. BRRRRRRRING. “Hello, Tia? This is Jane. I own Jane Doe Communications Group. We’re a public relations and marketing council here in Los Angeles. I heard your writing is exciting. Can you re-write a press release for us today?” “Sure. What should I keep in mind?” “Work magic.” “Okay.”

1. Tia Dobi’s Before & After Press Release tiad@earthlink.net www.tiadobi.com
I knew nothing about osteoporosis when suddenly the phone rang.
BRRRRRRRING.
“Hello, Tia? This is Jane. I own Jane Doe Communications Group. We’re a public relations and
marketing council here in Los Angeles. I heard your writing is exciting. Can you re-write a
press release for us today?”
“Sure. What should I keep in mind?”
“Work magic.”
“Okay.”
You can’t bore people into buying.

2. Before Tia: Client’s original press release
Tia Dobi’s Before & After Press Release tiad@earthlink.net www.tiadobi.com
Health Alert DRAFT March xxxx
OSTEOPOROSIS CAUSES A SPINE FRACTURE EVERY 45 SECONDS
Orthopaedic Hospital Doctors Offer a "Prescription" to Prevent Osteoporosis
LOS ANGELES-[DATE]-While sneaking up on 44 million Americans annually, osteoporosis is
responsible for 1.5 million fractures a year. Following a doctor's advice is necessary to leading
an osteoporosis-free life, because this 'silent disease' progresses in thousands of adults without
symptoms, making osteoporosis easy to overlook. Men and women find themselves diagnosed
with osteoporosis before understanding the simple, basic means of prevention. Again this year,
Orthopaedic Hospital is helping to promote the truth about osteoporosis awareness and
prevention for adults throughout Los Angeles.
"Most Americans are not aware of their risk for osteoporosis," said Robert K. Rude, M.D.,
director of the bone and mineral clinic at Orthopaedic Hospital in Los Angeles. "They may not
be diagnosed with the disease until their bones become so weak that a fall causes a fracture. At
Orthopaedic Hospital, we want to let the public know that the effects of osteoporosis can be
prevented if detected early and, in some cases, reversed," he added.
Dr. Rude's prescription includes:
· Be Aware - Learn as much about osteoporosis as possible and assess personal risk factors.
Osteoporosis is not part of the normal aging process, but people continue to believe this is true.
Building strong bones during childhood and adolescence is the best defense against developing
osteoporosis later. Be aware that what children do now will affect them later in life. Man or
women, everyone is at risk.
· Bone Density Screenings - Get a bone density test regularly. At a minimum, people should be
getting a screening annually. The most comprehensive and best test for osteoporosis is DEXA.
DEXA bone density testing scans the hip and spine, the largest sites of bone mass in the body
and major sites of osteoporotic fracture. A quick and painless procedure, DEXA or other bone
screenings are a good way to start the prevention program.
· Eat Healthy - Foods rich in calcium and vitamin D should be eaten regularly. Calcium is
needed for the heart, muscles and nerves to function properly and for blood to clot. Inadequate
calcium will contribute to the development of osteoporosis. Vitamin D helps the body to absorb
calcium. Without enough vitamin D, the calcium is not absorbed and the body takes calcium
from the bones. Milk and other dairy products, broccoli, egg yolks, liver and saltwater fish all
have adequate amounts of calcium and vitamin D. A balanced diet coupled with no smoking and
low alcohol intake will help prevent osteoporosis.
· Get Moving - Starting an exercise program at any time, at any point in a lifetime will help with
prevention. Exercise is important for bone health, especially weight-bearing exercises like
walking, dancing, jogging, stair climbing, racquet sports and hiking.
In addition to awareness, healthy eating and exercise, the most important step to take is a bone
density screening. Dr. Rude recommends that women over the age of 50, who have risk factors

3. Before Tia: Client’s original press release
Tia Dobi’s Before & After Press Release tiad@earthlink.net www.tiadobi.com
for osteoporosis, and all post-menopausal women over the age of 65, be screened for this bone-
thinning disease. Men over age 65 should be screened as well.
For a limited time during the month of April, Orthopaedic Hospital is offering screenings for a
fraction of the regular price. This is the time to take advantage of Orthopaedic Hospital's low-
cost $65 screenings. To schedule an appointment, call (213) 742-1186 and mention code OPPR.
Orthopaedic Hospital is a recognized world leader in patient care, teaching and research in
orthopaedic medicine, resulting in an improved quality of life for children and adults with
crippling disorders. For over nine decades, the Hospital has been providing the finest medical
care in the world to children afflicted with crippling conditions, regardless of their families'
ability to pay. Upholding its heritage and mission of care, no child in need has ever been turned
away. For more information about Orthopaedic Hospital, please visit the website at
www.orthohospital.org.
# # #

4. After Tia: Tia’s rewritten press release
Tia Dobi’s Before & After Press Release tiad@earthlink.net www.tiadobi.com
FOR IMMEDIATE RELEASE Health Alert
44 MILLION AMERICANS COULD BE CRACKING UP
How The BIG Causes Bone Fractures Every 45 Seconds
LOS ANGELES- March xx, 20xx - Snap! Crackle! Pop! How annoying is it when somebody
cracks their knuckles? Or maybe you wince at the noise your co-worker’s left ankle makes when
he walks to the coffee machine.
Now imagine the sound of 1.5 million bones splintering from life’s smallest provocations . . . a
bent wrist at the computer keyboard . . . an extended elbow during a golf swing . . . a spine
vertebrae after a sidewalk slip.
Somewhere in America, there’s a bone-splintering Burst! every 45 seconds.
This is the dismal reality for Americans suffering from the silent epidemic called osteoporosis,
or bone thinning.
Osteoporosis is a porous bone disease caused by low bone mass and deteriorating bone
tissue. Left undetected, the BIG O leads to unnatural bone fragility, increasing your
chances of the splintering of bones in the body. Which ones you ask? ALL OF THEM.
One reason the Big O is so ominous is because it silently creeps up on you. You can't ask the
34 million who are estimated to have low bone mass about it because they’re oblivious; osteo-
porosis strikes without warning. Instead, ask any one of the 10 million already afflicted with the
Big O what it feels like to live with the misery and pain. They’ll tell you about the debilitating
life that comes with it.
Fortunately, Orthopaedic Hospital, Los Angeles is promoting the truth about osteoporosis and
how you can prevent your bones from needless cracking.
"The Big O is sneaking up on forty-four million Americans. Understandably, the public doesn’t
have a clue about the risk for osteoporosis," says Robert K. Rude, M.D., director of the Bone and
Mineral clinic at Orthopaedic Hospital in Los Angeles. "And why should they? The most
Americans know about bones is what they see in scary movies. The trend in healthcare has been
to diagnose the disease when bones become so weak that a fall, or less, causes a fracture. At
Orthopaedic Hospital, our message is simple: The effects of osteoporosis can be prevented if
detected early, and, in some cases, reversed.”
Here’s Dr. Robert's Better The Bones prescription:
 Wake up! - Learn about osteoporosis and shatter the myth.
Osteoporosis is not natural to aging. People continue to
perpetuate this false belief because it's all they know. The body
doesn't manufacture the Big O. What you do or don't do in
childhood and for the rest of your life affects all of the body's
O

5. After Tia: Tia’s rewritten press release
Tia Dobi’s Before & After Press Release tiad@earthlink.net www.tiadobi.com
healthy growth—bones included. Bones are living tissue, constantly changing. Stop
thinking there's nothing you can do to better your bones.
 Activate! - You're already a body-builder. Who do you think is carrying around dem
bones? But that's not enough. Energetic exercise can prevent osteoporosis. (And
remember, you don't know till your bones go.) Go ahead. Rattle them bones. Weight-
bearing movement is best. Walk, dance, jog, pump iron, stair-climb, play racquet ball and
hike your way to better bones.
 Don't “dis”your diet - Got milk? Inadequate calcium contributes to osteoporosis.
Nourish yourself with foods rich in calcium and vitamin D. Vitamin D helps your
body absorb calcium. The less vitamin D, the less calcium supply to the bones. Milk,
other dairy products, broccoli, egg yolks, liver and saltwater fish all have adequate
amounts of calcium and vitamin D. A balanced diet + no smoking + low alcohol intake
betters the bones.
 Measure the Mass - It's likely you're measuring your flesh with a tape and a scale. But
did you know that a quick, painless X-ray measures the largest bone mass in the body?
The hips and spine are where most osteoporotic fractures occur (Ouch!). Get a DEXA
bone density test annually. (Especially if you're age 50 or older and haven't been
exercising, or over the age of 65.) At any age, screenings are great to better your bones.
BONE HOSPITAL SHATTERS BONE-BUILDING CO$T
Usually $285 now just $59. That's all you'll pay for a full-bodied bone density DEXA-ray during
the month of April. Call Orthopaedic Hospital today at (213) 742-1186 and say “Code OPPR”.
(Insurance and Medicare may qualify.)
About Orthopaedic Hospital, Los Angeles
World leaders of patient care, teaching, and research in orthopaedic medicine, Orthopaedic
Hospital houses "Best Doctors in America" named by Woodward & White and resulting in
improved quality of life for children and adults with crippling bone conditions. Surpassing 90
years of the finest orthopaedic healthcare, no child in need has ever been turned away —
regardless of ability to pay.
That's the care, friendliness and compassion of Orthopaedic Hospital. Taking Extraordinary
Steps is more than a motto. Please visit www.orthohospital.org.
# # # #
Dr. Robert puts the Ahhlignment back in America.
"Our bodies are made for suppleness.
We can't ever have bones of steel. But there's never
a reason to let osteoporosis steal your health. It doesn't
just shorten your stature. It shortens your life."
- Robert K. Rude, M.D., Director, Bone and Mineral Clinic at Orthopaedic Hospital, Los Angeles