Learn how to improve your press releases the easy way — by reviewing 12 before-and-after examples of typical bad releases that are radically rewritten by an expert. Includes b-to-b, high-tech, and “no news” PR; plus, tips on email pitches that work.

Press releases stink. The average journalist gets up to 500 press releases a day. They trash 80% immediately, skim-and-trash 18%, and maybe contact 2% to write a story.

You are more likely to get into the 2% must-read category if you know how to change your releases.

In. How to fix press releases from hell. Ford Motor, IBM, and Thomas Register are some of the clients that publicity expert BL Ochman has helped. You will learn how to.

• Turn a rambling, 708-word traditional release into a crisp, clear 114-word media alert that gives editors several story angles to pursue.
• Write an email pitch letter that makes you a ready-for-prime-time interview subject.
• Convert a downright dull release about a new product into a compelling email pitch letter.
• Find the real hook for your story and state it in 40 words or less. (This is possibly the hardest thing any PR person can do — once you have that skill nailed, you own the world.)
• Create a trend story out of a company history.
• Find the news angle in any company, even when there’s “no news.”
• Learn the words that turn journalists off.
• Make journalists want to call you.

To make your story pitch stand out in an editors crowded inboxes, and to write releases, emails and media alerts that get results, is your goal.

You can learn quickly and easily from real-life examples.

Learning how to rewrite a press release is simple and fun thanks to BL Ochman.

She has collected 15 bad press releases that will look familiar to many release writers. You can see what she said about each. You can see how the release is changed for a more powerful impact.

It is similar to seeing before-and-after pictures. These are examples you can use for your own PR.

A full range of b-to-b and b-to-c examples are included.