Almost every PR person comes across this problem at some stage or another: their client wants every major national media to cover their little ribbon-cutting ceremony; or they insist on adding their own flowery adjectives and industry jargon to your neatly-crafted news releases. This book will help.
A Perfect Press Release…Or Not? by Jennigay Coetzer is a highly practical book, which jumps straight into useful advice right from the first paragraph. Although it’s mostly a “how-to” type of guide, it also offers some strategic advice to senior PR practitioners. Importantly, it is written so that any CEO or business person can understand what a press release should be, what it should never be and why.
I highly recommend that PR consultants and agency owners give a copy of this book to each of their clients as part of some essential media training. It will go a long way to streamline the press release approval process and possibly prevent a lot of frustration (and no, I’m not being paid a cent for saying this). 
This book should also be prescribed reading for all PR interns and junior staff as a quick way to cover all the basics and best-practices, along with Encyclomedia’s free Media Pitching Tips Revealed email series.
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