If there is an art to writing a press release, it may, like any other art, ultimately be in the eye of the beholder. Something that is newsworthy to one journalist may bore another to death. Something that ends in one journalist’s trash can become another’s banner headline. That said, having received thousands of press releases in 15 years as a journalist, and written a fair share since making the switch to public relations, I think it is safe to say that there are at least some basic principles that distinguish better-written press releases from real dogs.
Bringing an end to boring press releases
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Brandon Mitchener is head of corporate communications for Monsanto Co. in Europe and the Middle East. Previously, he was director pf public relations EMEA for commercial solar energy solutions company First Solar and before that worked as a consultant for a variety of blue-chip companies, business associations, non-profit organisations and governments on relations with the EU, the media and other stakeholders. He began his career as a foreign correspondent for The Wall Street Journal, International Herald Tribune and Dow Jones Newswires. Germany and Brussels.