Effective PR

3. What Does an Editor Need?

If you want editors to run your story, you must give them what they need - news.

3.1 News is typically one of the following:

• New or novel.
• Shocking or controversial.
• Amazing or funny.
• Directly important to readers.
• Confidential or secret.
• Concerned with famous people or places.

3.2 News that arrives too late is no good to anyone. Find out a publisher or broadcaster's deadline for receiving press releases.

• Submit your press release well in advance, unless it is a 'hot' news item.

3.3 Find out how editors prefer to receive releases (eg by email, fax or post).

• Editors are often happy to discuss ideas over the telephone. It can save time and ensures you hit their deadlines.