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Karl Weatherly/Getty Images |
The Montana tourist department sent out this photograph with a news release touting the winter sports of the state |
Public relations practitioners prescribe ACN to those writing news releases:
Accurate—The material must be factual, trustworthy.
Clear—The release must be as transparent as a freshly washed window.
Newsworthy—There must be a news element in the release. Otherwise, the release will never see the light of day. Its fate will be the wastebasket.