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What gets editors to read press releases?

  • Mike Maynard

    • An interesting bit of research by Response Source/SourceWire Press Release Wire has looked at the most popular releases to try to find out what makes editors read releases. They came up with the following ways of getting an editor’s interest:
    – The celebrity angle
    – Jump on the bandwagon
    – Doing the world a favour
    – The oo-er factor
    – Topic close to the heart (or wallet)
    – Putting fears at rest
    – The small people factor

    Of course at Napier, we wanted to find out more. Looking at the top releases, we found that the European technology journalists wanted to read about Lindsay Lohan, chocolate, backless thongs and the teletubbies (which were all subjects in the most popular releases). Being an editor must be a tough job…

    Author

    • In 2001 Mike acquired Napier with Suzy Kenyon. Since that time he has directed major PR and marketing programmes for a wide range of technology clients. He is actively involved in developing the PR and marketing industries, and is Chair of the PRCA B2B Group, and lectures in PR at Southampton Solent University. Mike offers a unique blend of technical and marketing expertise, and was awarded a Masters Degree in Electronic and Electrical Engineering from the University of Surrey and an MBA from Kingston University.

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