A lifetime’s experience on papers has given me the clearest of
insights into what will and won’t work in a press release. 

gerry hunt/gerard hunt/journalist/freelance/media services/communications/pr/media training/daily mail /writer/hemel hempstead/ hertfordshire/editor/speechwriting/ghostwriting/proofreading/copy-editing/copywriting/website copy/writing/author

The vast majority of press releases go straight into the bin on any newsdesk.

It’s the bright, tight, well-written release which catches the eye of
a news editor looking for something he can turn into a story.

It’s the release that is dynamic, not dull;  which dumps the jargon,
the clichés and the waffle; the one that makes him read on.