Oh how I suffered at the hands of that hard taskmaster with his red pen and sharp tongue. What’s the story is always the starting point, write the headline and expand from there answering who, what, where, when, why and how.
This is a particularly tricky release – not because of the subject matter – no that’s pretty straight forward. It’s because it has been around the houses so many times with the marketing, social media and finally the web agencies tweaking it to within an inch of its life. Why pray tell? For ‘web optimisation’ of course!
So I’ve done what I should have done from the very start. Stripped it back to deliver a compelling piece of copy which will engage the journalist and give me a fighting chance of generating meaningful coverage.