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Press Releases: Mailbox Junk Or Idea Goldmine?

from Phyllis Hanlon, ASJA

If your inbox looks anything like mine, it's overflowing with messages from a range of public relations agencies/specialists, non-profit organizations, businesses, vendors, service companies and academic institutions pitching the latest and greatest book, product, entrepreneur, author, award, technique and on and on. Although you might be tempted, don't be too hasty in hitting the delete button. Those press releases might contain golden nuggets for stories you can pitch to your editors or prospective editors.

Soon after my byline began to appear in various print and online publications, I started to receive press releases from assorted sources. It didn't take long before a trickle became a flood. While I hesitated to erase them all from my inbox, I needed a way to manage the onslaught. By taking a little bit of time upfront, I was able to handle the influx efficiently and frequently found ideas that became pitches. more

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