Is your current PR output suited to its target media or simply fit for the bin? The difference between stories that are ‘splashed’ and those that are ‘spiked’ not only lies in their inherent merit but in the way they are presented. There are hundreds of rules and devices to help your story get used. Here are just a few examples… Get to the point…fast! Every press release should have a core message. And that message should be clear from the first sentence. Leave the corporate background further down and concentrate on getting the key message across early – otherwise the editor won’t bother finding it Don’t expect free advertising. Editorial differs from advertising copy in many ways. First and foremost, your text must be credible. Overt self-praise or fawning prose might bring a smile to the chairman but editors will quickly reach for the red pen Be economical with words. Clumsy, wordy sentences are a turn-off. Instead of saying “We have a new product which is designed to save space...” try “We have a new product, designed to save space...” And instead of “Our software can help the prevention of virus damage…” try “Our software can help prevent virus damage…” Minor changes in themselves, perhaps, but they lead to snappier, more readable text. Assume readers know nothing. Highly intelligent, knowledgeable professionals often produce terrible attempts at editorial. Why? Because when you live with the organisation every day, it can be very hard to see the subject from an external viewpoint. That’s why editors have such trouble with jargon and over-technical drafts. Take a step back, drop your corporate baggage, and write in plain English A question of style. The less changes editors make to your story – the better. It means more of your message is getting through. But to achieve this you have to write in a way they find acceptable. Journalistic prose often differs from that you may learn in school, so it pays to know the difference. A quick example: keep capital letters to a minimum. You may refer to the Chief Executive, but virtually all newspapers and magazines say chief executive These are a just a few of the many tricks of the trade available to help you gain maximum positive coverage.