There’s a lively debate on the Internet about the death of the press release. The hard-working presser could quote Mark Twain: the reports of my death have been greatly exaggerated.

My friend Kate Finley of Belle Communications knows publicity. She understands the importance of using different tools in order to get attention. Social media is just one ingredient in the recipe for success.

The book Guerilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars…Includes Podcasts, Blogs, and Media Training for the Digital Age [Kindle Edition] by Jay Conrad Levinson, Rick Frishman, and Jill Lublin is another tool to add to your marketing toolbox.

One of the more important lessons in it is how to handle press releases. No, they’re not dead but you do have to create them so they grab someone’s attention fast. From the book:

The first paragraph of your press release is vital. [It] is intended to alert the media, to inform them what you’re promoting. It should run no more than three or four sentences and set forth all the main points covered in the release.

Other chapters cover how to create a media kit, building media relationships, and what to avoid in your pursuit for publicity.

If you can’t afford a good publicist, this book can give you some valuable pointers. Remember, no one knows about your business as well as you. How you promote your business is ultimately up to you.

Note: Remember how I’ve mentioned Drayton Bird as one of my favorite marketers? He just started a LinkedIn Group called “Ask Drayton.” You should check it out. He knows a thing or two about promotion.