Sandow says that good press release writing requires two things: 1. publicists really have to know the music they're writing about; and 2. they have to know how to interview people to unearth stories about the music. This is true. But the most important thing that publicists need is the TIME to put together innovative, interesting, thoroughly researched press releases. Every arts organization that I'm aware of has a very lean staff and the publicist is also the marketing guru, the volunteer coordinator, the computer IT techie, and...not that I'm making excuses!