ACES Charter Member and Baltimore Sun Copy Desk Chief McIntyre Shares Five Fundamentals Designed to Earn Your Release a Second Look
McIntyre makes five points:
1. Get it right—failure to fact check destroys future credibility.
2. Simplify the approval process—write tight from the outset.
3. Eschew jargon and technical language—write conversationally.
4. Don't oversell or overstate your news—journalists are watching for that.
5. Revisit headlines—be direct and don't fall for "headline-ese."
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