One point, just to add to what Liz is saying, and I support everything she's said, one further point is that accuracy is terribly important because if you actually have a mistake in the press release, and the editors publish it or it's broadcast and a whole lot of listeners or readers write in and complain, they'll find it very hard to forgive you because they get themselves in a terrible problem, so do be sure you're giving them accurate information all the time.