When it comes to submitting notices to the media, spending more money often means getting fewer results. In a free society, news is publicized without cost. Hiring an expensive public relations firm to announce news often does more harm than good. Individuals, organizations and small businesses can benefit by writing their own press releases. All they need to know is the difference between advertising and news. This book will tell you why that's true, give you the basic rules for writing your releases, and then explain when breaking those rules may be to your advantage.