‘Picking Up’ a Press Release Takes on New Meaning

From the first draft to final approval, your team's goal is to create a press release that reads like AP copy. But in reality, it's unlikely a reporter would pick up a press release verbatim, right? Wrong. PR NEWS editors recently engaged in a debate with some of our journalistic colleagues about the practice of "picking up" a press release. We maintain that press releases are meant for use as a hook, encouraging journalists to conduct further reporting, or as a summary of facts allowing a journalist to create his own copy around your news.

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