This is an excellent guide, if not lengthy, but there is one thing it overlooks that I believe is very important so I will mention it here: in Los Angeles we find that TWO sets of press releases should be sent. We sent a set two months ahead of time, and more or less the same release to the same media contacts a week or two ahead of the event. The two month one gets you into calendars, so target calendar sections of the papers, and the two week prior set gets you actual reporters, so this time target Religion Editors and/or Life and Style reporters.

The last section, "A View From the Other Side", kind of rehashes and reemphasizes the preceding sections but is still interesting reading.

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