A journalist sorts through her inbox, and reads your press release out loud to her co-workers. “Oh God. Listen to this first line,” she says, reading on and trailing off with a grin on her face. Her co-workers smile too, and then she closes the release. She has 50 others to get through, and yours didn’t appear to be newsworthy.
Writing an effective press release requires certain skills, and there are dos and don’ts to the process. So, what causes journalists to turn their noses up at a release?