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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 news and press releases (eg by email, phone or post).
- Editors are often happy to discuss ideas over the telephone. It can save time and ensures you hit their deadlines.
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