You're trying to promote a fairly obscure industry conference. You need your press release to stand out from the gaggle of events getting ready to hit the UAE. You need a press release that will get attention, but have nothing headline-worthy to declare. What do you do?<br/><br/>The organisers of the <a href="http://www.ngtsummitmena.com/">Next Generation Telecom Summit</a>, happening next month in Fujairah, have the answer. Mention the iPhone. In fact don't just mention it - scoop every newspaper, gadget blog, tech website and iPhone lover in the region by announcing that not only have du secured a deal to launch the iPhone, but that their CEO will announce the deal officially at your conference. <br/> <a href="http://www.eyeofdubai.com/v1/news/newsdetail-29956.htm">Take it away, boys:</a><br/> <br/> Zing! And the headlines start rolling in! Only problem is, it isn't true (although the part about Mr Sultan confirming attendance probably is). After I mailed the du people to check this out - it didn't seem like the most effective way to announce an iPhone deal - here's the reply we got from their head of communications: The moral of the story? Never mess with ficticious press releases, particularly when the iPhone is involved. The release also said we can expect the announcement of a "five billion dollar acquisition spend" by Zain; I wouldn't hold my breath on that one.