Need press? Repeat: ’green,’ ’sex,’ ’cancer,’ ’secret,’ ’fat’

New York Times, July 9, 2008

Those who make their living composing news releases say there is an art to strategic word selection. This easily dismissed craft can catapult an announcement about a study, a product or a “breakthrough” onto the evening news instead of to its usual destination—the spam folder or circular file.


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