SEND IT OUT

           Copyright 1994 Marcia Yudkin.  You may reproduce this
           entire electronic book and pass it on as shareware.  All
           other rights reserved.

               Once you've come up with a newsworthy angle and polished
           up a press release, it's time to send it off.  You don't need
           fancy paper or even letterhead stationery for a press
           release.  Just duplicate it onto plain white paper at a
           quality copy shop.  The release should look neat and crisp. 
           No dot-matrix fuzzies!

               To choose appropriate media outlets for your message,
           think about who you are trying to reach and what they read,
           listen to and watch.  Most public libraries carry one or more
           of the following reference books, which contain reasonably
           current names and addresses you can copy out for free.  All
           of these directories cost more than $100 to buy.

          1.  Bacon's Newspaper/Magazine Directory.  2 volumes.

          2.  Bacon's Radio/TV/Cable Directory.  2 volumes.

          3.  Broadcasting and Cable Yearbook.

          4.  Editor and Publisher International Yearbook.

          5.  Gale Directory of Publications and Broadcast Media.

          6.  Newsletters in Print.

          7.  Oxbridge Directory of Newsletters.

          8.  Standard Rate and Data Service.  Look at the volumes
          labelled "Business Publications" and "Consumer Magazines."

          9.  Working Press of the Nation.  4 volumes.

                For radio and TV, address your release to the producer
           of a show, not the host.  For magazines and newspapers,
           choose the appropriate section editor ("Lifestyle," "Health,"
           "Education") whenever possible.

               If you're serious about publicity, you'll want to
           develop your own list by copying information directly from
           current issues of magazines and newspapers, by phoning radio
           and TV stations and by keeping a list of the reporters who
           call you to follow up on your press release.

               For additional publicity resources, consult SIX STEPS TO
           FREE PUBLICITY by Marcia Yudkin (Plume Books), available at
           your local bookstore or from (617)266-1613.