How to Get Editors to Read Your Press Releases
The purpose of publicity is to inform the public about news, events, people and things of that nature, not to tell a story. Editors and reporters are sensitive to what the reader wants to read. Since a significant portion of news in a news publication comes from press releases, editors want to see news. They hate promotion. If a press release contains information that is purely promotional and one tries to disguise it as news, editors can pick out the promotion a mile away.