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Bulletproof News Releases: Help at Last for the Publicity Deficient Paperback – June 10, 2002

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Editorial Reviews

From Library Journal

This may be the age of "guerrilla marketing" in small business, but sometimes more mundane tools such as news releases are overlooked. Borden, a former journalist, explains why they can benefit small businesses and entrepreneurs and how they should be submitted to newspapers. Much of her research is based on her survey of 135 editors, which found the quality of news releases to be generally woeful. Writing in a homespun, clear-headed style, Borden offers guidelines on business ethics, marketing plans, and basic writing skills. Plus a couple of handy rules: localize your copy and don't confuse news releases with advertising. She and the surveyed editors also emphasize that if you don't occasionally advertise in a paper, your releases probably won't be published. For more information on this topic, readers should consult Jeanette Smith's The Publicity Kit (Wiley, 1991). Recommended for public libraries.
- Bruce Rosenstein, "USA Today" Lib., Arlington, Va.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

Review

"Bulletproof News Releases . . . really hits the nail on the head." -- Estelle A. Becker, Publisher, Lehigh Valley Business Digest, Allentown, PA

"Bulletproof News Releases is a well-written guide . . . Readers could benefit just by noting the editors' comments that appear on nearly every page . . ." -- Loretta Radeschi, Reviewer, The Crafts Report, Business Journal for the Crafts Industry, Wilmington, DE

"Bulletproof News Releases outlines the best methods to use to avoid the trash can, the pitfalls to expect when approaching editors, and tips on how to write news that WILL be used." Capital City Weekly, Juneau, AK "Every small business owner should read it." -- Hung Szeto, Editor & Publisher, Chinese Business Journal, Seattle

"Bulletproof News Releases shares the secrets of getting press releases into the hands of the right reporter or other media type." -- Margaret Anthony, Marketing & Media, Atlanta Business Chronicle

"Every entrepreneur knows newspaper publicity is life blood, but most have no clue how to get it, . . . Borden went straight to the source for this book . . ." -- Marguerite Ellen, Editor & Publisher, Global Entrepreneurs Network News, Satellite Beach, FL

"I know of no other source that has meshed the principles of promotion and news writing into such a logical step-by-step formula for success." -- Jimmy Jacobs, Magazine Editor, Georgia Sportsman, Alabama Game & Fish, and Florida Game & Fish

"Someone finally addressed the problem. If you think "what problem?" you have not opened a days mail in a typical newsroom, where up to 90 percent of the releases received head straight for the circular file. A solution has arrived in Bulletproof News Releases . . . As a reference tool, Bulletproof News Releases fills a long-vacant void." -- Marie McCandless, Staff Writer, The Latrobe Bulletin, Latrobe PA

"This is a dynamite book for ANYONE and EVERYONE who writes releases . . . the idea is to find and use every - and the best, and yet the most economical - tools available to make your venture a success. This is one such tool." -- The Lightbulb, Journal for Inventors, Fort Jones, CA

"Writing in a homespun, clear-headed style, Borden offers guidelines on business ethics, marketing plans, and basic writing skills . . . Recommended . . ." -- Library Journal, New York --This text refers to an out of print or unavailable edition of this title.

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Product Details

  • Paperback: 200 pages
  • Publisher: Franklin Sarrett Pub; 2nd edition (June 10, 2002)
  • Language: English
  • ISBN-10: 0963747711
  • ISBN-13: 978-0963747716
  • Product Dimensions: 0.5 x 8.5 x 11 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 3.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #4,157,706 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

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DO NOT BE FOOLED!!!! The high price of this book may indicate that there is some very special information inside....THERE ISN'T. I found this book in the bibliography of another book I was reading in preparation for starting my own business and thought "Hey I don't anything about news releases and the book that's recommending it is very informative." Said to say that after reading this book I now know very little more than I already knew. The first few chapters contains contradicting information about paying for ads in order to have your news release run. In some paragraphs she indicates clearly not to do it but uses quotes for the experts saying that they don't even consider news releases from those who don't buy ads. Another problem with this book is that I keep running into misspelled words and bad grammar. I can assure you that I am not the best with grammar or spelling so for me to even notice this in at least 2 places in the book speaks volumes as to the little amount of care and preparation put into refining the information in this book. As I read I take notes and I am struggling to find any concrete information that I didn't already know. I mean honestly, there is a section of the book in which she explains the value of thinking before you write. And that's in chapter 5 of a 6 chapter book. Often I find that Kay Borden repeats information in a way that it seems that she forgot that she already mentioned it. There is one thing to say "as I mentioned before..." in order to emphasize a point, but its a whole other thing to just repeat information to fill pages. Speaking of filling pages, the book is about 170 pages and obviously mostly filler. The print is very large to take up space and there is a lot and I mean A LOT of general information about press releases.Read more ›
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2 of 4 people found the following review helpful By Harold McFarland HALL OF FAMEVINE VOICE on July 3, 2003
"Bulletproof News Releases" provides exactly what the title indicates - advice from 150 American Media Professionals that details what gets a news release published and what gets it trashed. Author Kay Borden details why so many people, advertising companies, and publicity firms spend so much money on news releases and get nothing for their efforts. The last part of the book covers writing the release, and how to target it to the selected audience so that it will be printed. One of the points that is made very clear is that a news release that does not contain something of interest to the newspaper or magazine's readers will not be published.
The thing I liked best and found the most useful about the book were the comments by various editors included on just about every page. Since the comments are set in the side margin it is very easy to open the book and read through them as a quick review of what editors are looking for, what they don't want, what causes them to discard an otherwise good release, and how to get your release published. "Bulletproof News Releases" is a recommended read.
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0 of 1 people found the following review helpful By Mary A. Turzillo on November 26, 2007
I really enjoyed this book, but I am very very new to the publicity game, and I needed an actual example of a news release. Borden suggested and critiqued news release content, but I was really hoping to find out what a news release actually looks like. I know I'm supposed to have a "dateline," but I don't know what that is. What should I use as a header? Should I single space or double space? If I'm announcing the publication of my book, should I put myself in the first person or third person? Should I use printed stationery? Does the news release fit all on one page? I just wanted to see a couple news releases by pros in proper format.

I finally found out that my professional organization (Science Fiction Writers of America) does have sample news releases available, thank heaven.

Ms. Borden asks for feedback, but it isn't easy to contact her. Provide an e-mail address, perhaps?

The book was also quite entertaining. The story of the bride who didn't want to reveal her groom's name in wedding announcement was worth the price of the book.

All in all quite good.
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