Ivor Catt

An established journalist helping entrepreneurs setting up a business. His key point is that every journalist is more and more overloaded. He has to respond to a report in another journal or TV station, and write his follow up within hours, ready for his journal's next day issue when the idea is still hot. Don't send a "Press Release". Essentially write for him what the journalist would have to write. Give him a "story" which links two unlinking ideas in an intriguing way, but relating to the business or the founder, something for the journal's next issue (tomorrow?) as a headline to capture the reader. Follow with 12 ww in lower font abstract, then the main article, smaller font. Spend a lot of money on the necessary relevant high quality picture, relevant to your business. Send low res, but say high res available. Send all in the main email text, not an attachment. Ivor Catt