Sell your story without tears
Press releases have mere microseconds to convince an editor they are worth reading. Harsh, I know, but true.
I've been a journalist for 20 years. In that time I've been on the receiving end of thousands of press releases, flyers, phone calls and 'promotional novelties'.
Some of it's great. A well-written press release makes me so excited I can't wait to pick up the phone and find out everything about the subject.
Then there's the rest.
Difficult to read, poorly explained, peddling far too much detail or, more often, just irrelevant for the kind of work I do.
Fancy artwork, glamorous infographics and hifaluting language often look impressive but in their excitement to look cool, people can forget to tell me what they are actually trying to sell.
Thousands spent, yet it all ends up in my recycle bin. Every journalist will tell you the same story.
As a consultant I chat with clients about the sort of things they want to promote, help them identify stories editors will sit up and notice, and brainstorm about how to put together a campaign that stands the 'so what...?' test. I don't mess around, won't give you a load of guff about focus groups or expensive research - just a bunch of simple, practical ideas for making people more influential than me sit up and take notice...