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Founded in 2003, Cut-It-Out Communications is a full-service public relations agency with departments in copywriting, grantwriting, political communications and interactive services. It also submitted a client proposal to the Clinton Global Initiative and edited a book by a local radio celebrity.
With over 10 years of experience in PR and related fields, the President, Willy Gissen, trained with a former SVP of the famous New York City PR firm, Hill & Knowlton. He holds a degree in Government from Harvard College.
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Dear Colleagues and Clients:
This issue includes an instructional piece on writing an effective press release and an excerpt on how to listen from Brian Tracy's bestseller, The Psychology of Selling. I'm still developing and learning this skill myself and expect to do so for many years.
Happy Thanksgiving!
Sincerely,
Willy Gissen, President
Cut-It-Out Communications, Inc.
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An Effective Press Release
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A press release represents a basic building block for public relations, and you must follow standardized rules to help your chances of publication.
1) Find a newsworthy subject.
A press release should discuss a recent development without being overly promotional. Follow the "inverted pyramid" style, meaning the most newsworthy facts are up front with the supporting material below.
2) Consider a news hook. Regional news matters. For example, a headline stating "Greenwich Church Sends Group to Rebuild House in New Orleans" is more effective than the more general "Church Sends Group to Rebuild House in New Orleans."
To read the rest of the article, click here.
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How to Listen
In The Psychology of Selling, the author, Brain Tracy, provides a basic sales primer with chapters on Why People Buy, Getting More Appointments and Making the Sale. But for me, the most interesting section was buried in the middle and outlined five steps on how to listen. Here are some key excerpts:
1. Listen Attentively: "Listen without any attempt to leap in and share your own ideas...Imagine that your eyes are sun lamps, and you want to give your prospect's face a tan."
2. Pause Before Replying: "When the prospect finishes speaking, pause and wait for three to five seconds before you answer..."
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