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.