Nothing carries more weight than media coverage, but how do you achieve it?
My experience as a journalist has taught me how to catch the attention of busy editors. That doesn't mean that every approach that I make produces instant results. It takes time, perseverance and a thorough understanding of the target market(s) to place a story.
Moreover, as the recipient of countless press releases myself, I know better than most what works and what doesn't. Is there a news hook or is it just thinly-disguised advertorial? Would it interest the readers of the publications I write for? Is it suitable for magazines with long lead times?
Of course, if the opening paragraph doesn't capture the essence of the story in a nutshell, I won't even get that far.