Avoiding the trash bin isn't easy for even the most well written news release, so why help it along in its road to the paper shredder. Editors will tell you quite clearly what makes them ignore a news release. So here is a list of the top 10 ways to make an editor angry when presenting your news story.

1.   Drive the release over yourself - Unless you live in an extremely small town the last thing an editor wants to see is a line up of wannabe attention getters bringing their news releases in person.


2.   Write a news release that is excessively long - Unless you're the President and have just proposed a new version of the constitution think brief. Your news should be short and sweet, any additional information can be sent to the editor once you've got their interest.

3.   In the name of fair play, give your release to five or six reporters or editors at the same news outlet at the same time - Interesting strategy, makes everyone angry all at the same time.


4.   Quietly mention that your company is a major advertiser - Using this approach may eventually get you some sort of coverage but it will never get you on the good side of an editor

5.   Before the story runs ask for copies to be sent to you - Hire your own clipping service but refrain from asking for clippings to be sent to you. Editors get this one everyday and quite frankly it drives them nuts.


6.   Get the editors attention and then tell them they have to use the release word for word - Many news releases will get published verbatim but don't test the editor's journalistic integrity by making it mandatory.

7.   Attach a useless personal note to the release - If you know the editor personally that's a different story but if not - pandering to them personally will only clear the way to a quick ejection of your release to the trash can.


8.   Send your release in a big or fancy package so that it commands attention - Most editors will simply use your apparent disregard for the number of trees used to make the unnecessary package as a reason to disregard your release.

9.   Call the editor and ask to read the entire release to them over the phone - If you have to read the release to them the editor will label you as a lightweight. Say goodbye to the credibility of your release.


10.   Send huge photo attachments when emailing a release - Editors can get hundreds of unsolicited news releases emailed to them every day. Why waste their time with a huge file unless they ask you for it.

The bottom line is that editors want to see the news in a press release. If you don't have any news in your release don't try to tap dance your way to their hearts, start over and send it to them when you have some real news to tell.

About the Authors:
Barry Forward, Executive Vice-President of Reputations.com Inc. has an extensive background in public relations with Verus Group and PJS Communications. He has also launched several campanies, including high tech ventures and products.