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<meta name="description" content="How To Place Your Organization In The News By Daniel Clemens - TRG Affiliate (http://www.regisgroup.com/whoWeAre/danielClemensResume.shtml) What’s newsworthy in your company or organization? Probably more than you think. Need for Content Many news organizations today are in constant need of content, thanks to the twin effects of declining news staffs and the rise of digital platforms such as websites and social media. Many news outlets have no shortage of recurring features -- news briefs, calendars, notes columns -- that need to be filled regularly. Major News In the case of major news, the news outlets will come to you. This article points to routine items you can target as news releases. Your effort to identify what’s news can make a difference in getting your organization’s name out there. A dedicated effort to find and distribute modest news items on a regular basis over time is often the core of an effective news media program. Here are some primary categories. 1. Promotions, hirings 2. Events 3. Awards, distinctions 4. Upgrades to the operation 5. New and innovative technologies, programs 6. People 7. Community outreach 8. Milestones Once you’ve identified an item that a news organization is likely to bite on, what’s next? ...">
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<div><div style="text-align: left;"><span style="font-size: 14pt;"><strong><span style="font-family: trebuchet ms, geneva;"><span style="color: #6f0b17;">
<div>How To Place Your Organization In The News<span style="font-family: trebuchet ms, geneva;"><br></span></div>
</span></span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">
<div><span style="color: #3300ff;"><strong><a title="Daniel Clemens" rel="Daniel Clemens" href="http://www.regisgroup.com/whoWeAre/danielClemensResume.shtml">By Daniel Clemens - TRG Affiliate</a></strong></span></div>
<div><span style="color: #3300ff;"> </span></div>
<div>What’s newsworthy in your company or organization? Probably more than you think.</div>
<div> </div>
<div><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva;">Need for Content</span></strong></span></div>
<div><span style="font-family: trebuchet ms, geneva;">Many news organizations today are in constant need of content, thanks to the twin effects of declining news staffs and the rise of digital platforms such as websites and social media. Many news outlets have no shortage of recurring features -- news briefs, calendars, notes columns -- that need to be filled regularly.</span></div>
<div> </div>
<div><span style="color: #660000;"><strong>Major News</strong></span></div>
<div>In the case of major news, the news outlets will come to you. This article points to routine items you can target as news releases. Your effort to identify what’s news can make a difference in getting your organization’s name out there. A dedicated effort to find and distribute modest news items on a regular basis over time is often the core of an effective news media program.</div>
<div> </div>
<div><strong>Here are some primary categories.</strong></div>
<div> </div>
<div><span style="color: #660000;"><strong>1. Promotions, hirings</strong></span></div>
<div><span style="color: #660000;"><strong>2. Events</strong></span></div>
<div><span style="color: #660000;"><strong>3. Awards, distinctions</strong></span></div>
<div><span style="color: #660000;"><strong>4. Upgrades to the operation</strong></span></div>
<div><span style="color: #660000;"><strong>5. New and innovative technologies, programs</strong></span></div>
<div><span style="color: #660000;"><strong>6. People</strong></span></div>
<div><span style="color: #660000;"><strong>7. Community outreach</strong></span></div>
<div><span style="color: #660000;"><strong>8. Milestones</strong></span></div>
<div> </div>
<div>Once you’ve identified an item that a news organization is likely to bite on, what’s next? Writing and distributing a news release that is editor-friendly: clear, concise and crafted in basic news-writing style.</div>
<div> </div>
<div>But that’s the topic for another article.</div>
<div> </div>
<div><span style="color: #3300ff;"><em>Daniel Clemens worked as a reporter first and then as editor for The Baltimore Sun for more than 20 years. As a news media advisor, he has penned news releases that have yielded coverage by local, regional and national news organizations.</em></span></div>
<div> </div>
<div>For a full version of this article, please visit <a title="http://www.regisgroup.com/ourPress/news.shtml" rel="httpwww.regisgroup.comourPressnews.shtml" href="http://www.regisgroup.com/ourPress/news.shtml">TRG Website</a>. </div>
<div> </div>
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<td width="80%" valign="top" style="padding:5px;"><div><div style="text-align: center;"><span style="color: #660000;"><span style="font-size: 8pt;"><span style="font-family: arial, helvetica, sans-serif;"><strong>The Regis Group, Inc.</strong><br>102 North King Street | Leesburg, VA 20176 | </span></span></span></div>
<div style="text-align: center;"><span style="color: #660000;"><span style="font-size: 8pt;"><span style="font-family: arial, helvetica, sans-serif;">703 777-2233 | <a rel="www.regisgroup.com" href="http://www.regisgroup.com/">www.regisgroup.com</a></span></span></span></div>
<div style="text-align: center;"><span style="font-size: 12px;"><span style="color: #0000ff;"><em><span style="font-family: arial, helvetica, sans-serif;"><span style="background-color: #ffffff;"> </span></span></em></span></span></div>
<div style="text-align: center;"><strong><span style="background-color: #000000; font-family: tahoma, arial, helvetica, sans-serif; color: #ffffff; font-size: 12pt;"> July 2011 </span></strong></div>
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<div><span style="font-family: trebuchet ms, geneva; font-size: 14pt;"><span style="color: #000000;"><span style="color: #660000;"><strong>TRG Branding and </strong></span></span><span style="color: #000000;"><span style="color: #868179;"> </span></span></span></div>
<div>
<div><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 14pt;"><strong>Media Relations<br></strong></span></div>
<div><span style="font-family: trebuchet ms, geneva; font-size: 14pt;"> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">At a time when Business in our culture is poised to leap, please consider two linked functions of an organization that are too often NOT directly connected at the source: Branding and Media Relations</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><strong><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 10pt;">BRANDING IS:</span></strong></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) The creation of a perception of an entity or individual that is more than just the value of the goods and services provided to a well defined targeted group</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) The key attributes of the perceptions to be developed include:</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> 1) Differentiation</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> 2) An emotional connection to the target group</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> 3) A mirror of the impression that the target group has of themselves or one that they aspire to achieve</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> 4) Factors that stimulate loyalty (i.e. a club you want to join!)</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">C) The nature of the elements words/images used to create the messages (should reach as many of the five senses as is practical)</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">BRANDING IS NOT:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">The actual product or service benefits offered, modified or discontinued over time but rather the PERCEPTION CREATED about and by their branding.</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">EFFECTIVE BRANDING:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) Creates an immediate chain of both conscious and emotional impressions</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) Reinforces positive values already in place</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">C) Is repetitive and cumulative</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">INEFFECTIVE BRANDING:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) Is a set of isolated elements not conveying perception or touching a core emotion, regardless of the resources used to present them</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) Is NOT memorable (or worse, leaves a wrong concept in place)</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">MEDIA RELATIONS ARE:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Stimulating the Media (Press, Internet News, Focused Information Sources) to publish accounts of actual events, developments and personalities associated with your venture</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">MEDIA RELATIONS ARE NOT:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) The fact of having created press releases, stories or fact sheets that no one actual reads</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) Placing press releases only on your website unless clients are actually drawn there.</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">EFFECTIVE MEDIA RELATIONS:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) Echoes and wraps around the messages presented in your Branding efforts in the form of News Articles, Press Releases or third-party publications without the appearance of direct advertising</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) Causes the reader/viewer to come away with some feelings about “YOU” directly connected to THEIR circumstance</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">C) Is repetitive, cumulative and energizing</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">INEFFECTIVE MEDIA OUTREACH EFFORTS:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A) Are purely self serving</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">B) Have no connection to further sources of information that reflect well on You"</span></div>
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<td width="80%" valign="top" style="padding:5px;"><div><div style="text-align: left;"><span style="color: #660000;"><em><span style="font-family: tahoma, arial, helvetica, sans-serif; font-size: 9pt;"><strong><span style="text-decoration: underline;">Focus on the Future</span></strong></span></em></span></div>
<div style="text-align: left;"><span style="font-family: tahoma, arial, helvetica, sans-serif; color: #7b3134; font-size: 13pt;"><strong>Guest Predictions: </strong></span></div>
<div style="text-align: left;"><span style="font-family: tahoma, arial, helvetica, sans-serif; color: #7b3134; font-size: 13pt;"><strong>Martin P. Canard</strong></span></div>
<div style="text-align: left;"> </div>
<div style="text-align: left;"><span style="font-family: tahoma, arial, helvetica, sans-serif; color: #0000ff; font-size: 10pt;"><em>Guest Predictions is a regular feature in which we ask leaders in a number of professions a set of questions that affect us all.</em></span></div>
<div style="text-align: left;"> </div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #84333d;"><strong>Martin P. Canard, </strong></span><span class="regis"> <br></span></span></div>
<div style="text-align: left;"><span style="color: #741a2a;"><em><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">
<div> </div>
<em>
<div>Martin Canard is the long term poster child for "BizSpeak" who claims to be a senior analyst with a major Wall Street investment banking group.</div>
<div> </div>
<div>Canard has been married for 19 years to the former Mary Belle Frobisher of Sioux City, Iowa. Together they have inadvertently produced triplet Canards, N. Michael, Howard and Rodney, who were born November 14, 1997. They live somewhere south of the upper West Side of Manhattan, but have threatened to move to the country since the first day of marriage.</div>
<div> </div>
<div>Martin Canard is an avid collector of rare, ancient writing implements… primarily Holiday Inn ball point pens. <em>“BizSpeak”</em>, his second publication, has eclipsed his previous work, <em>“How to Sandbag Your Boss and Steal His Job”.</em></div>
<div><span class="regis" style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"> </span></span><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><em> <br></em></span><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: What changes in your professional environment in the past 3-5 years have you found to be the most beneficial?</strong></span></div>
</em></span></em></span><span class="regis" style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><em> </em></span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #851e20; font-size: 10pt;"><strong><span style="color: #000000;">A: </span></strong></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Advances in the internet have made it possible to be doing little to absolutely nothing at work while giving the appearance of advanced research and meaningful communication with clients… or if you are so inclined to actually be pulling this off for real.</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> <strong> </strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #84333d;"><strong>Q: What changes have been the most troubling to you?</strong></span><strong><br></strong> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="color: #000000;">A: </span></strong></span>The ability of everyone to figure out what I am actually doing at any given minute, and then going for it themselves.</span> </div>
<div style="text-align: left;"> </div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: How will globalization affect your professional area in the near term?</strong></span></div>
<div style="text-align: left;"> </div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="color: #000000;">A: </span></strong></span><span style="color: #660000;"> </span>Global reach and competition means that as we speak there are dozens of Martin look-alikes out there hunting for MY job… which means that I must out-Martin the Martin-wanna-bees at every turn, by thinking out of the box, getting up earlier in the day and finding Martin Counter-Part Allies (like YOU!)</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #84333d; font-size: 10pt;"><strong>Q: What significant challenges might be anticipated in your professional area in the next few years? </strong></span></div>
<div style="text-align: left;">
<div> </div>
</div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #851e20;"><strong><span style="color: #000000;">A: </span></strong></span>The fact that EVERYONE can actually see my work at all times (including these words) is tough stuff that keeps me scratching my head late at night.</span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"> </span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #84333d;"><strong>Q: What are the greatest challenges confronting young professionals in Western culture today?</strong><strong> </strong></span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><strong> </strong><strong> </strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #851e20;"><strong><span style="color: #000000;">A:</span></strong></span></span><span style="font-family: trebuchet ms, geneva; font-size: 8pt;"><span style="color: #851e20;"><strong><span style="color: #000000;"> </span> </strong></span></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Someone might actually expect them to be dance faster, run farther and wear more brightly colored plumes than the kids that came before them (and coming right after) is a grand chance to show off everything… like right here in the next Agenda… How about it? This does, after all, mean YOU! (and yes this is a plug… sigh)</span><span style="font-family: trebuchet ms, geneva; font-size: 9pt;">
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<div> <div><span style="font-family: tahoma, arial, helvetica, sans-serif; font-size: 8pt;"><strong> Marc Chinoy </strong></span></div>
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<div style="text-align: left;"><span style="color: #660000; text-decoration: underline;"><span style="font-size: 9pt;"><em><span style="font-family: trebuchet ms, geneva;"><strong>President's Letter</strong> </span></em></span></span></div>
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<div><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 10pt;"><span style="font-size: 14pt;"><strong>Meeting Martin </strong></span></span></div>
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<div>Greetings...</div>
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<div>In this month’s Agenda Newsletter I have had the honor of interviewing our old friend, Martin P. Canard, at his home in the Catoctin Hills of Virginia. Our relation to Martin predates the formation of TRG, and his input was there at the foundation of the company.</div>
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<div><span style="color: #660000;"><strong>Sage Counsel</strong></span></div>
<div>While Martin is not counted as one of the Regis Affiliates, his sage counsel often emerges at critical moments during the most difficult of planning facilitation sessions.</div>
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<div><span style="color: #660000;"><strong>Special Point of View</strong></span></div>
<div>He has asked me to ask you to please comment on his special point of view, so that he may continue the BizSpeak dance in his mind (and YES... he was the actual founder of that TRG function!)</div>
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<div>Please join me in joining him to this month’s Agenda!</div>
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<div><em><span style="font-family: trebuchet ms, geneva; color: #3300ff; font-size: 10pt;">Marc</span></em></div>
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<div> <div style="text-align: left;"><span style="font-size: 13pt;"><strong><span style="font-family: trebuchet ms, geneva; color: #660000;"><strong>BizSpeak!</strong></span></strong></span><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;">
<div style="text-align: left;">Winner of the Month:</div>
<div style="text-align: left;"><span style="color: #3300ff;">Richard Earle, Senior Associate</span></div>
<div style="text-align: left;"> <br><span style="font-family: trebuchet ms, geneva; color: #660000; font-size: 11pt;"><strong>The Big Kahuna </strong></span></div>
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<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Definition:</span></strong></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">A boss, leader, chieftain or top-ranking official in an organization.</span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; color: #000000; font-size: 10pt;"><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">Related Terms:</span></strong></span><br></span></span></span></div>
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<div>Big Cheese, High Muckety-muck</div>
<div>Expert, Wizard</div>
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<div style="text-align: left;"><span style="color: #660000;"><strong><span style="font-family: trebuchet ms, geneva; font-size: 10pt;">How it Sounds:</span></strong></span></div>
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<div style="text-align: left;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;"><span style="color: #000000;"><em>“You'll have to talk with the <strong>big kahuna</strong> to get a decision on spending that kind of dough!”</em></span></span></span></div>
<div style="text-align: left;"><span style="color: #000000; font-size: 10pt;"></span><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;"> </span></span></span></div>
<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="font-family: trebuchet ms, geneva; color: #000000;"><span style="color: #000000; font-size: 10pt;"><span style="color: #000000;"><strong>Don't forget to send us your Bizspeak to:</strong> <a href="mailto:[email protected]">[email protected]</a> </span></span></span></span></div>
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<div style="text-align: left;"><span style="font-family: trebuchet ms, geneva;"><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml"></a></span><span style="font-family: trebuchet ms, geneva;"><em><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml"></a></em></span><span style="font-family: trebuchet ms, geneva; font-size: 10pt;"><em><a style="color: #2820de;" title="Click here" rel="Click here" href="http://www.regisgroup.com/ourPress/publications.shtml">Click here</a> <span style="color: #3300ff;">to check out the BizSpeak book!</span></em></span>
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<td align="center" bgcolor="#333333"><p><font color="#FFFFFF" size="1" face="Verdana, Arial, Helvetica, sans-serif">The Regis Group, Inc.<br>
102 North King Street <font color="#B49A00">|</font> Leesburg, VA 20176 <font color="#B49A00">|</font> </font><font color="#FFFFFF" size="1" face="Verdana, Arial, Helvetica, sans-serif">703 777-2233 <font color="#B49A00">|</font> <a linkid:131246="" href="http://www.regisgroup.com/" target="_blank"><font color="#FFFFFF">www.regisgroup.com</font></a></font></p>
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