News Releases: What Most Accounting Firms Are Doing Wrong
How to write a release that gets attention.
By Bruce W. Marcus
Professional Services Marketing 3.0
A recent business communication book says that in writing news releases, the lead paragraph should include the five W’s—who, why, what, when and where. A textbook on journalism written in the 1920s says the same thing—the five W’s. Nothing has changed in more than 70 years? Don’t believe it.
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Just read any good newspaper in the U.S., Canada or Great Britain. And what newspapers do is what releases must do. Why? Because the simple release, the staple of public relations, is not simple at all. READ MORE →