Mat releases
How do I write a mat release that newspapers will pick up?
"The two most common mistakes we see are stories that are either too niche in focus or overly promotional," says Roger Maes of StatePoint Media, a feature placement service. "Perhaps nothing turns off a newspaper editor more than a mat release that resembles an advertorial."
Conversely, a good mat release pertains to most, if not all, readers, and delivers tangible, useful information to them.
In developing mat releases, you ...