A well written media release can spread the word about your organization or product faster than any other vehicle. Publicity is the most cost-effective marketing tool to extend the reach of information and it is the only part of a marketing strategy that builds credibility. In order to gain the competitive edge, it is essential to build reliability through publicity. When a journalist is nudged to write an article by reading a media release, readers are more likely to trust independent authorities such as reviewers, columnists, and reporters. Without a doubt, it is these same authorities that are directly influenced by good public relations and specifically, a properly written media release.