When a busy Editor sorts through the many releases they receive in a day, they are most likely to disregard those that have hard to read typefaces and sloppy typing. Releases that have been hand- written are also ignored.

A Professional looking News Release looks neat. It does not contain typos, incorrect spelling or crossed-out words. The typeface of a Professional News Release is clear and legible as editors find script and italic hard to read. The paper used for a Press Release should be business size -- 8 1/2 by 11 inch. It is not a good idea to use onion skin, coloured or erasable paper.

Here are some useful tools that a company should have on hand when creating and sending out News Releases:

A Current list or directory of the company's Officers, Board members, Executives and Employees. The directory can be used as a reference tool to check the spelling of employees' names, titles, addresses and phone numbers should a reporter call requesting an interview.

A good Dictionary and Thesaurus (my preference is for Webster's) is good to have on hand to check spellings and find synonyms. Other reference books include the Globe and Mail Style Book and The Elements of Style - Third Edition, by William Strunk Jr. and E.B. White.

When you start to write your News Release copy, make sure that your Word Processor is working well and your typing is neat and accurate. The following 10 guidelines can be used when preparing the final copy of a News Release:

1. Use your organization's letterhead, and if you don't have official stationery, create your own using your Word Processor. If your computer has a scanner, you can reproduce your company's logo and use it as part of your news release letter head.

2. When typing the release copy, use only one side of the paper.

3. Make sure that you leave a lot of space for your margins -- 1 1/2 inches for each side and the bottom is recommended. It is also important to use plain white 8 1/2 inch paper.

4. When possible, give each newspaper in the same geographical region that you send the release to, a release with a different lead. If your story has a local angle and local names, each newspaper will be more likely to use your release.

5. Do not end a page with part of a sentence or single word ending the page, or heading the next page. Also, try not to break up a paragraph. If a paragraph won't fit at the end of a page, start it on the next page. 6. If the story takes up more than two pages, try to do a little more editing. Make sure your writing is concise, simple, and understandable.

7. When you find yourself editing the story so it fits only two pages, and it means that you will have to leave out information you think would be useful in the article, include the extra information in the form of an attached fact sheet or backgrounder. You can also add it to the Press kit that you send out with the release.

8. When you send more than one copy, print them off your computer or have good clear, sharp and original copies made.

9. Fasten the pages together with paper clips--not staples in order to prevent finger tears when the editors and reporters handle your press releases.

10. Keep a dated copy in your files.

Publicity is used by a personality, an organization, government or city to create an image. Your company can stage an event to create publicity. Types of Staged Events include:

Banquets, luncheons, bike-a-thons, car rallies, car-washes, seminars and workshops can be used to create awareness of your company and in the case of charitable organizations - - raise money.

Has your company considered having an Open-house, plant tour or a building dedication? An anniversary party whereby a company invites all of its loyal customers to thank them for their years of business is also a good publicity event!

Remember! Good Publicity is the Best Publicity! Put your best foot forward and smile! -- that is the first step in creating good customer relations and a positive image!