May We Have Your Attention?

Pet Peeves

What's the best way to get your news release noticed? Learn to think like an editor. Bombarded daily by mile-high stacks of mail, these long-suffering souls learn quickly how to separate the fluff from the real stuff. These characteristics, says Caruba, alert editors to press releases worthy of the circular file:

  • An overnight courier service delivers the material.
  • It arrives in triplicate.
  • It's addressed to an editor who died some years ago.
  • It's immediately followed by a call asking if it arrived.
  • Its topic remains a mystery even after the third reading.

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