[stylist] More PR stuff on news releases

[Bridgit Pollpeter]

Pasted and attached is a chapter from a textbook, Wordsmithing, about
releases. This was used for one of my classes, and it's pretty good and
not long. At the end are exercises.

CHAPTER SEVEN
THE FIVE TYPES OF RELEASES AND HOW TO WRITE FOUR OF THEM

A "release" is information cast in news story form that is intended to
be made public through the print and broadcast media. Releases are the
traditional w ay in which companies and organizations get their news and
information to mass audiences.
There are five basic types of releases. The public relations writer
needs to master at least four of them. The fifth type, the financial
release, is a specialty that requires an understanding of the financial
reporting rules that govern companies whose stock is publicly traded.
This type of release is best left to senior writers who are qualified to
work with such information.
***The four types of releases the public relations practitioner is
expected to handle are:
1. Hard News
2. News-Feature
3. Product or Service (in support of the marketing operation)
4. Personnel
Both product and personnel releases can qualify as hard news if the
information the y carry is of enough importance, but usually news in
these categories is handled in the ways described below.
1. The subject involves something substantive that has happened or is
about to happen, or it contains new information about an issue or an
action of consequence.
2. The matter is time-sensitive and should be communicated as rapidly as
possible, due to its importance, uniqueness or immediacy.
Announcing that company X plans to merge with company Y, or that X plans
to lay-of f a sizeable number of employees constitutes hard news. An
announcement that X has scored a major technological breakthrough, or
has just selected a ne w CEO, or is making a large monetary commitment
to pro vide daycare for the children of employees is "hard" news in that
important matters are involved.
HARD NEWS RELEASES
"Hard news" has two components:
38
A company's expansion plans, changes in management at the senior
executive level, mergers or acquisitions, plant or office openings or
closures, or any development that can, or should be, considered
important to an organization's constituents or the public in general is
hard news. Without exception, hard news should be released as quickly as
possible and to as broad an audience as appropriate. Be careful not to
sacrifice accuracy in your desire to move hard news quickly, however.
NEWS-FEATURE RELEASES
News-features and general features have less immediate news value. They
aren't as time sensitive. They can play tomorrow or next week. While
time isn't a major factor, timing often is. Feature stories are created
by the way the writer is able to make a matter interesting or
entertaining. The stories often turn on the unusual, the unique, the
unexpected or the unlikely. They are intended to appeal to the reader's
interests and curiosity. A hard news story draws attention through the
importance of what is being reported. News-features draw attention
through the skillful presentation of the material. The writer isn't
limited to the inverted pyramid form and has the flexibility to employ
some of the techniques of fiction writers, such as mood setting, word
picture descriptions, dialogue, indirect quotes, etc., in shaping her
piece. (Check out some of the writing in The Literary Journalists
referred to in the Suggested Readings in the Et Cetera section at the
back of the book.)
News-features take advantage of the attention generated by a hard news
release or a recent action or event by adding a human interest element
to the story. This is precisely why the timing of the news-feature can
be so important. Timing isn't much of a consideration for general
features. These are stories that cover matters of broader interest. For
example, they might focus on subjects such as ne w developments in old
technology that are making a difference for users today, or explore how
new security requirements are causing businesses to change the y way
suppliers and customers are treated. There is nothing particularly time
sensitive in the subjects that general features address.
PRODUCT AND MARKETING RELEASES
Everyone is selling something-products or services, hopes or ideas.
That's how people stay in business and institutions stay viable. Writing
that sells is the bread-and-butter of those working in public relations.
The purest representation of that form is a marketing release. These
releases, which are often called product releases or product publicity,
represent the largest and most cost-efficient output of most public
relations operations. This is true whether that operation is serving
business and industry, not-for-profits or governments.
Marketing releases are designed to attract attention to, and create
interest in, a product or service in direct support of the marketing
effort. These pieces hinge on benefits. They show the reader the
important things the product or service can do for them-the benefit that
will come as a result of caning the product or using the service. This
is intended to motivate the reader to seek out the product, or at least
more information. Product releases may qualify as either hard news or
news-feature, depending on the significance of the product. In either
case, the product or the service must be accurately represented.
Overstatement or puffery (phrases like "outstanding," or "best of its
type," or "unequalled") are immediate flags to editors that the story is
an attempt at disguising advertising as legitimate news, or that it's
merely a piece of fluff without news value. If a story is seen as such,
the only place it will make a showing is in the trash can.
39
PERSONNEL RELEASES
Personnel releases are used to highlight the quality and competence of
your client' s management and personnel. They announce the new talent
being brought into the organization or the promotion of employees
already on staff to positions of increased responsibility or authority .
These releases serve a variety of purposes. They let customers and
shareholders, as well as employees and competitors, know the caliber of
people working for the organization and the skills and strengths being
added to company operations. They provide a quick and important
introduction, through the media, for the new hire and help establish
credibility for him or her within the organization. They underscore the
strengths and competitiveness of the organization by showing that its
performance is solid enough to attract such talent.
The format for personnel releases is usually simple and routine: a short
opening paragraph announcing who has been hired or promoted and what
position he or she will fill. This is followed by a paragraph describing
the job responsibilities, with emphasis on the strengths and experience
the individual brings to the position. A short quote from the
appropriate senior official follows, along with a recitation of the
person's credentials, and a brief quote from the new hire to close the
release. The writing is straightforward and concise, and effusive
comments about the individual are to be avoided.
Personnel releases are important. The y showcase what most organizations
believe to be their most important asset-their employees.
FINANCIAL RELEASES
Financial releases are reports on the strengths, achievements and
condition of publicly traded companies (companies whose stock is
available to the general public and is traded on one of the major stock
exchanges, such as the New York Stock Exchange). This highly specialized
writing is a task journeymen writers are unlikely to be assigned. It
requires a solid background in financial reporting and an understanding
of the regulatory issues and rules concerning what publicly traded
companies may , and must, communicate to shareholders and the public.
Even so, beginners should at least understand what it covers, and when
and why it is used.
The most common forms of financial releases are quarterly and annual
earnings and dividend releases, and announcements concerning funding,
credit ratings, etc. Financial releases are al ways handled as hard
news.
Financial writing involves far more than releases. A large, and perhaps
more important part of the responsibility includes preparation of the
company's annual report, presentations for security analysts meetings,
speeches to financial and economic groups, special communications to
shareholders, and, on occasion, white papers on matters of economic or
financial policy.
EXAMPLES
The easiest way to understand how to construct each of the releases
covered is to study good examples. Some quality examples of the four
basic forms follow. Study these carefully and use them as a template for
your writing.
40 I
Hard News
The release below shows the standard format for a news release. Remember
that news releases carry information about an event, action or
happening, that is of importance and/or interest to its intended
audience. It represents a significant development and is ne w
information. Finally, it is about to occur , is occurring now, or has
just occurred.
In this case the "news" is of importance and interest to anyone who may
need nursing services now or in the future, or who has friends or family
who may (which is almost everyone at some point). It also targets people
who aspire to careers in nursing, and hospital and health care
professionals charged with providing these services.
The action is significant, because it addresses a critical need and has
a level of funding likely to lead to its success.
Note that the Five Ws are all covered in the first paragraph. Also take
note of the lack of puffery. The story is told simply in straightforward
terms.
As for distribution, the story moved simultaneously to print and
broadcast media via Business Wire. It was also e-mailed or f axed to a
list of key writers, editors and columnists (by name), who could be
expected to have an interest in the story by virtue of their beats or
stories they had written previously, and was delivered by e-mail and f
ax to other selected contacts as appropriate. Finally , it was posted on
the Foundation's web site and the employee e-mail bulletin board.
Notice the structure. This format, or one similar, is typical of the
style used by most organizations.
New Initiative Aimed At Crisis In Nursing (A)
FOR IMMEDIATE RELEASE (B)
CONTACT:     Genny Biggs (C) Gordon and Betty Moore Foundation Phone:
415-561-7722
(D)
San Francisco, November 19-The Board of the Gordon and Betty Moore
Foundation announced today the approval of a 10-year, $110 million Betty
Irene Moore Nursing Initiative to improve the quality of nursing-related
patient care in five counties of the San Francisco Bay Area. The effort
will be focused in Alameda, Marin, San Francisco, San Mateo and Santa
Clara counties.
The Foundation will address the crisis in nursing care by funding
projects to increase the quantity of registered nurses (RNs) in the San
Francisco Bay Area and improve clinical skills effectiveness. "Quality
of care for hospital patients is threatened as the shortage of nurses
progressively worsens," said Betty Moore, co-founder and member of the
Board of Directors. "If left unaddressed, these issues will become a
severe public health problem."
41
"We hope to have a substantial and lasting impact on nursing-related
patient care in acute care hospitals, as measured by improved patient
outcomes," said Ed Penhoet, chief program officer for Science and Higher
Education.
The Foundation will fund projects to increase the number of experienced,
qualified RNs and expand the number of available training programs in
the Bay Area. According to the American Hospital Association, nurses
represent the largest healthcare workforce and provide approximately 95
percent of patient care in the hospitals, but the United States
currently faces a nursing shortage of more than 126,000 RNs. The Bureau
of Labor Statistics projects a shortfall of approximately one million
RNs by 2010. The field of nursing has been challenged by the rapid pace
of developments in medical technology. The shortened patient stays,
greater disease complexity, and more acute illness in the aging patient
population compound this situation.
The portfolio of grants that constitutes the Betty Irene Moore Nursing
Initiative is designed to have a synergistic impact on improving nursing
care by addressing both the shortage of nurses and the need for more RN
training in medical technology and treatment. In keeping with the
Foundation's emphasis on the measurability of its grant making
effectiveness, staff will compare changes in patient outcomes related to
nursing care such as adverse events, complications, and patient and
family satisfaction.
#### (E)
About the Foundation
The Gordon and Betty Moore Foundation was established in November 2000,
by Intel cofounder Gordon Moore and his wife Betty. The Foundation funds
outcome-based projects that will measurably improve the quality of life
for future generations. Grant making is concentrated in initiatives that
support the Foundation's principal areas of concern regarding the
environment, higher education, scientific research, and the San
Francisco Bay Area. (F)
Template Explanation
A. A headline summarizes the story, so news media can get a fast fix on
the subject of the piece.
B. This line sets the time at which the release may be made public. "FOR
IMMEDIATE RELEASE" means the news outlet can use it as soon as it is
received. Releases are sometimes given to news outlets to be held for
release at a later time, as in "F or Release no earlier than 10:30 a.m.,
Tuesday, May 8," or "HOLD FOR RELEASE: April 10." This is called putting
an "embargo" on the release. Embargoing is a risk y practice. Don't
trust competitive media outlets to hold news. If you're ready to put it
out, be ready for it to be used.
C. This line identifies the person the media should contact to obtain
additional information or to answer questions.
D. Then the story itself runs.
E. A symbol such as a series of #s or "30" (an old wire-service sign-off
signal) indicates the end of the story. Multi-page releases carry a
"more" or "more to come" line at the end of each page when more copy
follows.
F. The "boiler plate" paragraph-a summary of f acts about the
organization, provides basic background information.
42
A Feature Release
Here is an example of a feature release. It contains no hard news. The
story is built, instead, on human interest. In this case, the focus is
on a welfare mother overcoming adversity to care for her two young sons
and ailing mother. While the story is about the mother's achievement, it
also highlights the client's loan programs for small businesses.
Essentially, it's a subtle promotion for the services and products the
bank offers. Feature releases always spin off leads designed to draw the
reader into the piece based on its appeal as story of interest-not its
importance per se.
Margolin Associates
FOR IMMEDIATE RELEASE CONTACT:     LISA MARGOLIN-FEHER
(858) 350-1551
Email: lisa at margohnpr.com
BUSINESS IN THE BARRIO:
For SBA Award Winner, Arduous Journey
>From Welfare to "Work is Child's Play"
San Diego, Calif., April 28-Just eight years ago, Gale Walker spent her
days trying to make ends meet. A single mother of two, she reluctantly
turned to welfare after forfeiting a job to take care of her ailing
mother.
When welfare wasn't enough, and with limited resources, Walker started a
home day-care business to be able to earn a little income and still be
at home with her kids. Today, Walker, winner of this year's U. S. Small
Business Administration Welfare-to-Work Entrepreneur of the Year award,
owns Children of the Rainbow, a thriving home day-care center in San
Diego's inner-city neighborhood of Logan Heights.
Walker has recently expanded her business with the help of the local
offices of Bank of America, the SBA and the Small Business Development
and International Trade Center. Just this month. Children of the Rainbow
added a 7,000-square-foot childcare center at 3078 L St. It's open from
5 a.m. to 1 a.m.-hours that make it easier for working parents.
"I wouldn't have been able to get this far had it not been for the
assistance of these partners," Walker said. Bank of America, the largest
SBA lender in the United States, provided a $200,000 SBA loan to
facilitate the expansion.
Children of the Rainbow's expanded facility is the only licensed
child-care center for infants and toddlers in the Logan Heights/Grant
Hill area. The center is critical, since federal law requires parents of
infants older than 12 weeks to immediately seek work if they are
receiving public assistance.
"We designed our new facility to embrace welfare-to-work and to free
parents up to find jobs," Sawyer said.
# # #
43
A Product/Marketing Support Release
Product or marketing support releases are intended help create rareness
of and interest in new products or services. They provide direct support
for the marketing effort. Product releases focus on the same sort of
values statements that advertising would cover, highlighting the
benefits to the buyer. Note how quotes are used to help carry the
selling message. Product and marketing support releases usually (but not
always, as the second example will demonstrate) have an element of
"news" in that a "new" product or service is being introduced. Product
releases are often the first salv o in a marketing campaign, with the
initial publicity effort followed by a comprehensive advertising
program. Sometimes, publicity carries the entire program, with no direct
advertising planned or needed. Here are two examples. The first is a
relative straightforward release promoting "the HDTV home theatre
experience." It has certain time urgency to it, since it is pegged to an
upcoming news event-The Super Bowl. The second is an "evergreen," a
story that can play at anytime, since it promotes the product in a
generic w ay. This particular story is a minor masterpiece of aligning
reader interest with product attributes.
44
For Immediate Release
Super Bowl Fever Likely to Ignite Home Theater Passion
MINNEAPOLIS, Jan. 25, 2005 - Super Bowl's status as the nation's premier
"unofficial" holiday, combined with price declines in high-definition
television (HDTV), are likely to accelerate consumer interest in the
home theater experience, according to the professionals at Best Buy, the
nation's leading consumer electronics retailer
"Super Bowl has enjoyed a remarkable ratings run, posting an audience of
close to 90 million viewers last year alone," said Lee Simonson,
business team leader at Best Buy. "People tend to view the 'big game'
and other nationally televised events such as the Academy Awards as
social occasions. This definitely creates renewed interest in HDTV and
home Theater as we approach air time."
A study conducted after last year's game by global research company AS!
confirms that Super Bowl is 3 TV-centered, social magnet. According to
ASI, the "big game" not only attracts people who don't normally watch
professional football game broadcasts, but it has become a party lure,
twice as likely to be viewed from someone else's home with six or more
people as compared to other games during the pro ball season.
It's this drawing power that could help accelerate the industry's robust
2004 sales of 7.3 million HDTV units into 2005's "big game" telecast and
beyond. Compared to traditional analog television, HDTV improves the
viewing experience with finer picture quality and detail, and wider
display. Home theater systems further enhance the experience by adding
sound. HDTV now represents the majority of industry, and Best Guy's own,
television sales.
"HDTV is becoming the centerpiece of an in-home viewing experience that
enables us to feel the excitement of actually being at the 'big game,'"
Simonson observed. "Better yet, these theater systems can be enjoyed for
a fraction of the $10,000 or more for four tickets to Jacksonville."
(more)
45

Best Buy sells a wide variety of HDTVs and home theater components to
help customers satisfy their viewing and listening preferences. Simonson
encourages people who are contemplating a home theater system to
consider all the elements that create the ideal "big game" viewing
experience at home;
. Preferred HDTV format. HDTV is available in a wide variety of
television formats. Most feature large screens in widescreen proportions
simulating a theater experience at home. Plasma and LCD televisions are
generating a lot of interest because they are thinner, lighter and
brighter than traditional analog TVs. Other options that provide great
viewing include microdisplay rear-projection televisions such as digital
light processing (DLP) sets.
. Source for digital broadcast content. Three sources - over-the-air
from local TV stations, satellite and digital cable - deliver local and
national digital programming in-home, and these options can vary by
market. Some high-definition televisions have a built-in tuner to
receive local high-definition broadcasts. These sets are referred to as
"HD-Built-ln." Sets without an integrated tuner are "HD-Ready," and need
a set-top box to decode the high-definition signal.
. Sound quality. The HDTV format incorporates digital 5.1 surround sound
into high-definition broadcasts, giving the "in the middle of the
action" feel, For the ultimate viewing experience, it's important to
incorporate a sound system that is comparable in quality to the
television. The ideal is a dedicated audio system of at least five
speakers, plus a subwoofer for extreme low frequencies, and sufficient
power to drive them all.
. Assembly requirements. It is important to have the right cables and
accessories to connect the home theater system to the in-home power
supply. Best Buy in-store customer specialists are available to provide
advice on specific home theater cable and other set-up accessory
requirements. For those customers who are hesitant about assembling the
system themselves, Best Buy service personnel are available for in-home
delivery and setup, ensuring that everything is connected and calibrated
for the optimal experience.
For more details about HDTV and home theater systems, visit
www.bestbuynewscenter,com.
About Best Buy Co., Inc.
Best Guy Co.. Inc {NYSE: BBV) Is an innovative Fortune 100* growth
company that continually strives to create superior customer
experiences. We sell consumer electronics, home-office products,
entertainment software, appliances and related services A
Minneapolis-based company our operations include; Best Buy
(BestBuy.com). Future Shop (FLiureShop.ca), GeeK Squad (GeeKSqu3d.com)
and tv/iagnolia Audio Video (liflagnollaav.com). We support our
communities through employee volunteerism and grants from the The Best
Buy Children's Foundation.
46
Prepared by;    Dreycr's Grand kc Cream, Inc.
5929 College Avenue; Oakland, CA 94618
Contact;        Kim Gocl ler-Johnson (510} 601 -4211   kagoeUe at dreyers.
com
MAN WITH MILLION DOLLAR 'BUDS' HAS TASTY JOB Ice Cream Taster Has Work
Licked
If you think that getting paid to eat ice cream every day is too good to
be true, you haven't met John Harrison and his talented taste buds!
As the "Official Taster" for Dreyer's Grand Ice Cream, John has dipped
his golden spoon into more than 200 million gallons of America's
favorite frozen treat during his sweet career. In fact. John's taste
buds arc such a cool asset that they are insured for One Million Dollars
and provide the final word on what new flavors ice cream lovers scoop up
in the freezer aisle each yew.
John's job isn't always peaches and cream.some days its Rocky Road or
Butter Pecan. But John's mission remains the same...to make sure
Dreyer's ice cream meets the highest quality standard before it tops
waffle cones, builds sweet foundations in sundae dishes or plays center
stage in banana splits.
Born into an ice cream-making family, John learned the business as a
half-pint. His family has dipped into this sweet treat for four
generations... from his great-grandfather's chain of ice cream parlors
in turn of the century New York City to his father's ice cream
ingredients factory in Atlanta, John's ice cream roots are so family
planted that he claims, "My blood runs 16 percent butterfat."
His subsequent 35+ years have been spent in the ice cream industry, (not
eating-but tasting!) and John and his discriminating taste buds have
become quite famous. In 1997, he received the Master Taster of the Year
award from the American Tasting Institute.
-more-
THE FIVE TYPES OF RELEASES AND HOW TO WRITE FOUR OF THEM
47
Million Dollar Taste Buds/Page 2
At 63 years of age, John's taste buds are still in their prime. The
tongue is comprised of 9,000 taste buds; each bud has ten to 15
receptacles that send messages to the brain to let you know whether you
arc eating something bitter, sweet, salty or sour. When sampling ice
cream, the main focus of the taste buds is to decipher the quality top
notes and balance of the fresh cream, sweeteners and natural flavors.
According to John, one simple tiling anyone can do to enhance the ice
cream eating experience is to eat ice cream at the right temperature, 10
degrees. Most people eat it right out of the freezer at about 5 degrees,
but allowing ice cream to soften and warm up a little brings out the
flavor
In order to distinguish the subtleties of ice cream, John protects his
taste buds. He stays away from spicy and hot foods during the week, he
doesn't drink alcohol or smoke, and he drinks herbal tea to get his
taste buds going in the morning.
John claims he has the best job in the world, "It's like being Willy
Wonka!" However, there are some drawbacks to the Job. Similar to wine
tasting, John rarely swallows the ice cream -- he takes a cool spoonful,
swirls it around his mouth, covering all taste buds, smacks his lips to
aerate the product, brings the aroma back through his nose then
unceremoniously spits it out.
In addition to his million dollar tongue, John also has a flair for
developing new flavors and has been a major influence in the creation of
popular favorites such as Cookies 'N Cream, New York Blueberry
Cheesecake, Peanut Butter Cup, Peaches 'N Cream and Malt Bail 'N Fudge.
48
A Personnel Release
This is a good example of a standard personnel release. The credentials
of the newly appointed executive are highlighted and the scope of his
new job responsibilities delineated.
000 Broadway Suite 450
Oakland, CA 94607
Phone 510 891 9400
Facsimile 510 891 9446
www.afevans.com

For Information: 
Roberta Wong
Wong & Murray
925-932-6050
wmipr at aol.com
Roberta Clark
A.F. Evans Co.
510-267^11
RobertaC at afevans.com
A.F. EVANS CO. NAMES ALAN F. GREENWALD COO Real Estate Lawyer. Fannie
Mae Multifamily Financing Expert
A.F, Evans Company, Inc. today announced that Alan F. Greenwald has
joined the company as Chief Operating Officer.  In this capacity, he
will oversee long-term debt and equity relationships for the Company as
well as assist CEO Arthur Evans with the implementation of development
and management strategies.
A.F. Evans Company has an impressive track record and solid reputation
for providing housing that strengthens communities," said Mr. Greenwald.
" I look forward lo expanding the company's role in creating vibrant
housing in markets where the need is great, such as in the Bay Area."
Prior to assuming his new position with A.F. Evans Company, Mr.
Greenwald spent ten years with Fannie Mae in Washington, DC. most
recently as Director, Multifamily Group. He directed efforts to arrange
financing for large, multifamily property owners and was responsible for
client relations with large institutional borrowers.
Previously, Mr. Greenwald was a real estate attorney for Brobeck,
Phleger & Harrison, a prominent San Francisco law firm, which is no
longer in practice.  He has also worked at the U.S. Department of
Housing and Urban Development in the Office of the Secretary and the
Office of the Genera! Counsel. A member of the State Bar of California.
Mr. Greenwald has a Juris Doctor degree and a Masters degree in City and
Regional Planning from the University of California, Berkeley. He is
married to Lynne Grove Greenwald, a psychotherapist who is a native of
Walnut Creek. They have two daughters.
Established in 1977, Oakland-based A.F. Evans Company develops and
manages a diversity of projects, ranging from affordable housing,
assisted living facilities lo market rate apartments and condominiums.
The company has completed more than 7,600 residential units in
California. Nevada and Washington.
##^l'
49
INTERACTIVE EXERCISES CHAPTER 7
The Five Types of Releases and How to Write Four of Them
Exercise One
You work for the Outerbanks University Department of Public Information.
Write the lead and follow-on paragraph for a news story announcing that
18 students from Outerbanks are preparing to leave on a mission to
provide aid to tsunami victims in Indonesia. The group, all upper
division students in the University's College of Arts and Sciences, will
work on rebuilding an aqueduct from a local fresh water lake that serves
two villages on East Timor. The aqueduct was destroyed in the tsunami
and the villages have been without safe drinking water for some time.
The students will work under the direction of a team of construction
engineers from the University's College of Engineering, who have been on
site for the past two weeks. The students have no formal engineering
experience, but all have worked at summer jobs in construction. The
students are volunteering their time and will pay their own
transportation and living costs. Construction costs will be underwritten
by a grant from International Relief Agency of Zurich, Switzerland. The
group is scheduled to depart from the Johnstown Airport early tomorrow
morning. Outerbanks is located in Johnstown, North Carolina.
Exercise Two
You represent Dreyer's Grand Ice Cream. Write the first two paragraphs
of a personnel release announcing the appointment of John Harrison to
the position of Official Taster for Dreyer's Grand Ice Cream, using
information from the product release in this chapter.
Exercise Three
Your agency represents a start-up named Northgate Technology. Northgate
is ready to offer a new Internet service that remembers birthdays,
anniversaries, and special days such as Mother's Day and Valentine's Day
and automatically sends personalized cards to the special people in the
clients' lives. The service also will help the clients buy appropriate
gifts on-line and arrange to have the gift delivered with a note or
card. The service is aimed at busy and/or forgetful people in the 25 to
60 age group and will be available at monthly charge of $9.95 plus the
cost of the cards or gifts. The service is called "Always Thoughtful."
Write the lead paragraph and a follow-on paragraph for a product release
announcing this service.
Use the CD-ROM to check your work.

Sincerely,
Bridgit Kuenning-Pollpeter
Read my blog at:
http://blogs.livewellnebraska.com/author/bpollpeter/
 
"History is not what happened; history is what was written down."
The Expected One- Kathleen McGowan