There are two key things you really need to know about the vast majority of journalists and their editors in the UK, especially if you're an owner manager working in the business-to-business sector.
First. They want stories from you.
Busy trade and business journalists work to tight deadlines and are constantly under pressure to research and write stories of beneficial interest to the readers of their print, broadcast and online publications.
They want as much help as possible to be able to do this. If they are supplied with all the facts presented clearly and logically they are more than happy. And if they can follow up the story easily and quickly they are even happier.
Second. They like well written press releases that make their job easier.
What they don’t want are press releases where the actual story hook is buried deep in the fourth paragraph. They are not interested in flowery self-promotion, self-congratulation or stories totally unrelated to their publications.
And unless your brand or company is the story (Apple, Virgin, Google, Facebook, Manchester United or Beckham), journalists are solely concerned with the benefits to their readers/listeners rather than creator of the press release.
If the story is worth telling, the press release will almost write itself - and will invariably be covered by the media.