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