Last week I attended a fascinating presentation by Jo Leah from Weber Shandwick, one of the the world's foremost PR agencies. She was talking about how to get your press releases used by journalists, and it essentially boils down to what is one of the most fundamental of all business principles - make it easy for the buyer to buy.
And of course that means having a good understanding of how the buyer thinks, what would make him/her choose you over anyone else. Journalists like press releases in just the right form - no more than 250 words in length, e-mail does just fine, and they're looking for quite specific things - are you the first, best, longest, shortest, unique in any way?
If you can think like your target audience, find the things they like to buy and why, and adapt your proposition accordingly, you're well on the way to becoming a successful marketeer.
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