Remember that a working journalist receives hundreds of press releases every day. It’s important that the news item you wish for him or her to write about have a certain ineffable spark that compels the reporter to open the press release and read it.

For example:

This is a press release that gets read. It certainly gets read before the one whose subject line is “Story Idea: Execs Ditch Stock Options for ‘Flexibility’.”

Of course, I’m left with the problem of finding a second source for this story. Fortunately, I have several relatives and former pets on the inside. If any of my calls and emails get returned before my deadline tomorrow, this piece is as good as in.

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