| Many clubs & non-profits struggle with
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| | fax numbers. You can do that by going to
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| the problem of how to get new members. I
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| | your county library and looking in their
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| was able to help a non-profit club that
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| | reference section for the following
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| had a need to raise membership by
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| | books: Bacon's, Gebbies, Editor and
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| capitalizing on free publicity.In this
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| | Publisher, and Broadcast and Cable
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| article, I will share three keys on how
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| | Yearbook. There you will find a
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| to gain not only new members, but also
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| | wonderful list of contact information for
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| gain media/press coverage for your
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| | magazines, newspapers, TV & radio shows.
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| worth-while charitable causes, services,
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| | I recommend that you create a word
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| and events. This free publicity will
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| | document with just the fax numbers and
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| lead to more community awareness of your
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| | get a subscription to Efax ( This
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| organization's activities and can lead to
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| | software allows you to send faxes just
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| more donations, volunteers, and increased
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| | like email, so you can easily send dozens
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| membership.Key #1 - Media/Press's
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| | of faxes with a single mouse click once
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| WeaknessesThe press (i.e. newspapers and
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| | you have your distribution list
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| magazines) and media (i.e. TV and radio)
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| | created.Key #3 - Eliminating the
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| are constantly getting requests for
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| | MiddlemanNow, the person on the other
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| coverage. In order to improve your odds
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| | side of the fax is known as the
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| of coverage, there are two time periods
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| | "Assignment Manager". In a word, this
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| to keep in mind: Hot Times and Cold
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| | person is BUSY. They are listening to
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| Times.The first period is known as Hot
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| | nine Police Bulletin radios for stories,
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| Times. This is when the press/media are
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| | the phone ringing off the hook, the fax
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| covering a juicy story and will print or
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| | is printing non-stop, and it's their
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| air anything even remotely associated
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| | responsibility to send a dozen news crews
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| with the topic. For example, during the
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| | out to cover stories.More than likely,
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| Michael Jackson case, any lawyer could
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| | the Assignment Manager will throw away
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| have called into a talk radio show and
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| | the press release you sent. I don't tell
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| asked to give their two-cents on the
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| | you this to discourage you, but rather
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| trial. At the end of the commentary the
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| | inform you of the reality. Sending a
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| attorney could have mentioned his/her
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| | press release is like sending a message
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| name, firm, and phone number. The
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| | in a bottle. You don't know if it ever
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| benefit was not only attracting new
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| | made it to them.
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| clients, but that he/she could then put
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| | To further increase your odds of
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| on their marketing materials "As featured
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| | coverage, I recommend you compile a list
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| on X show" for added credibility.An
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| | of publications and TV news stations you
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| example of linking a product or service
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| | would like to appear on. You can then
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| to a hot topic is the story of a
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| | read, watch or listen to those to figure
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| restaurant in Texas. At the time, Bill
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| | out what reporter would most likely cover
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| "Big Tuna" Parcells was announced to be
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| | your story. Reporters are like cops,
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| the upcoming coach of the Dallas Cowboys.
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| | they each have different beats. Some
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| The creative restaurant changed the
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| | specifically cover homicide, while others
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| name of their entrée to "The Big Tuna".
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| | just cover sports, still others cover
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| They sent out a few press releases, made
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| | community stories.Before you pick up the
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| a few phone calls, and got literally tens
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| | phone, there is just one more thing to
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| of thousands of dollars worth of free
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| | prepare....your pitch. Your pitch must
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| publicity.Another example was when I
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| | be concise and to the point. For
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| noticed that a contestant on Donald
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| | example, the civil war can be summarized
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| Trump's The Apprentice was fired for poor
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| | in two sentences:The North Fought The
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| presentation skills. I then sent out a
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| | South. The North Won.The reason why I
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| press release that read "Don't Get Fired
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| | share this with you is that reporters are
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| for Poor Presentation Skills, Join
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| | busy and you need to be able to verbalize
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| Toastmasters".The second period is known
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| | your story idea in under 30 seconds or
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| as Cold Times. This time frame begins
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| | less. Here is a sample conversation
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| Thanksgiving and ends January 2nd. The
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| | with a reporter:"Hi John, you don't know
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| reason why this period is called Cold
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| | me. My name is Sam. I read your article
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| Times is because the press/media lose
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| | on XYZ Topic and enjoyed it so much that
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| approximately 25% of their resources
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| | it's on my refrigerator door. John, I've
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| since big business and the government
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| | been looking for someone to cover a
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| goes on winter vacation. That means that
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| | story, and I hope I have found the right
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| they have more blank pages to fill
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| | person in you." At this point, then you
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| between advertisements. Why not use your
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| | would give your two sentence pitch.Notice
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| story to fill those pages?You may be
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| | that I sincerely complimented the
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| asking yourself, what do I do or say to
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| | reporter. The fact that you took the
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| fill these stories? There are two books
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| | time to research his previous work will
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| I recommend to use should you not be able
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| | endear you greatly. Should the reporter
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| to link your story to a hot topic.
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| | tell you that he is not interested, ask
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| Celebrate Today by John Kremer and
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| | for a referral. Then, immediately call
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| Chase's Calendar of Events. These two
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| | the referral and mention "John insisted
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| publications show holidays you didn't
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| | that I call you", then, pitch the
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| know existed. For example, did you know
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| | referral. Mentioning John's name makes
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| that July 3rd is Air Conditioning
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| | you a warm-contact and they will be more
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| Appreciation Day?Key #2 - Killer Press
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| | open to your pitch.The Publicity BlitzThe
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| ReleaseOnce you have an idea for a story,
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| | name of the game is perseverance.
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| it is time to type it up. It's important
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| | Although what I described in this article
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| that the press release be in the correct
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| | costs little, it will take time and
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| format. On the top right, it should read
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| | effort on your part. Using this
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| "News Release", followed by your contact
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| | technique, I was able to help my
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| information. On the top left it should
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| | Toastmaster club go from 1 guest per
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| say "For Immediate Release". The
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| | meeting to a high of 18 guests per
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| headline is the most important part of
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| | meeting. That was how we ultimately went
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| the press release. It needs to be juicy.
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| | from 35 members to 50 members within 90
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| The whole press release should be only 1
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| | days.In closing, it's all about The Buzz.
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| page and double-spaced. At the end of
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| | The juicier you can make the story the
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| the page, put 3 centered # signs to
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| | better. Reporters are people just like
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| signify the end of the release.I highly
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| | you and me. At the end of the day, they
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| recommend that you use a cover page that
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| | just want to do a good job and go home.
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| states that your organization is a
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| | You are providing them with a service by
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| non-profit. The Radio Stations &
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| | filling a need of theirs and in return,
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| Newspapers have to legally give Public
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| | they will fill your need by giving your
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| Service Announcements (PSA). That is how
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| | non-profit organization free
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| I was able to get dozens of free
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| | publicity.Sam Santiago is the author of
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| newspaper articles and free radio
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| | Secrets of Business Promotion Revealed
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| commercials on NPR & WMTR for
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| | and is a respected authority on teaching
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| Toastmasters.Free examples of press
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| | others how to get publicity for their
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| releases can be downloaded at you have
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| | businesses and non-profits.Download the
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| your own press release in your hands, but
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| | first three chapters of his e-book on
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| what now? You need to develop a list of
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| | today.
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