Forget the fluff and the flannel. Forget the expensive press packs with a cute logo and heavy-duty card. Forget the dull press release with unappealing email catchlines "green tea makes you feel better" "new research on enzymes" etc. Forget the huge attachments, corporate speak and big PR retainers.
What journalists really, really want is a story - a proper, decent story that they can put in their publication. It doesn't matter how it's presented - it's what the press release says that's most interesting.
Journalists are instinctively programmed to ignore corporate logos - the shiny press pack never looks that appealing. Indeed, the best stories often come in humble packages - a heart rending letter to the editor, a personal email, a 'just wondering if you might be interested in this' note.
We are not impressed by corporate - unless it comes with a nice freebie - then you might be talking. But that doesn't mean a balloon or key ring with your company logo.
It probably means a free trip, holiday, bottle of champagne...then unfortunately journalists might be more interested. Sad to say, but when journalists are often paid so little, freebies are impressive. But then again - so are good stories.
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