A USEFUL TOOL

Anyone who writes press releases should check out the nifty Press Release Grader website. All you do is cut-and-paste the text of your release and you get an instant analysis of its marketing effectiveness. Thanks to David Meerman Scott (again) for this.
I have to admit one of my recent releases was rated as being pretty poor, however the great thing with this site is that it tells you what you need to do to improve. It is, as David says, an "awesome tool" for anyone in PR, marketing and the media - and it's free!