I thought it might be useful to summarise some of what they said.
- It's about the audience. Just as any business writing should be targeted to the audience's needs, so is any media coverage.
- Be interesting and most important. . . understandable.
- If you can't write the introduction to the story in a couple of sentences then it's a rubbish story. Like writing a clear, crisp elevator speech that reaches the heart of what you can offer people.
- What's the connection? To current events, what people need and how you can help them.
- Think about where is best for your idea/information to be seen. Many people think about only the top programmes and media. You might have faster coverage in industry magazines than in national newspapers.
- Journalists are now more prepared to use PR releases as they stand because there are fewer staff in newsrooms.
- Weekly newspapers are now in effect daily newspapers because of their online versions so are looking for more content all the time.
- And last but definitely not least, be passionate about what you have to offer. Enthusiasm sells faster than formal pieces.