If you write press releases and pitch stories to journalists, this is the guide for you. Take it from a former grumpy newspaper and magazine editor who’s seen it all: most pitches to the media just don’t work. The problem is most organisations – from small businesses and PR firms right through to large corporations – all write press releases the same way. And almost all of these releases end up being deleted. And don’t get us started on the many mistakes people make when they actually call journalists to pitch or follow up a story. Written by a former newspaper and magazine editor with over 30 years of experience (across almost every subject from travel and entertainment to health, science and technology), this helpful and down-to-earth guide doesn't pull punches when it comes to what does – and doesn't – work when sending press releases and story pitches to the media. Topics include: understanding what makes editors and journalists tick - what editors are looking for in a pitch - what drives editors nuts - how to write a great press release - what information editors and journos need from PR - how to approach an editor - what should be on a PR's and client's website - how to handle media requests - interviews (and how to give good quotes) - PR damage control tips - what stops a story from making it into an editor's publication – and how you can fix that. Ideal for those who work in public relations (PR), communications and marketing. “This is required reading for any newsroom or PR agency.” – Colin Kruger, business journalist at The Sydney Morning Herald “An insightful and honest read and I liked that it was funny as well. I hope more people (especially CEOs and general managers) read it.” – Cheryl Ng, director of public relations,The Ritz-Carlton, Millenia Singapore “ Dealing with Grumpy Editors had me laughing out loud – and despairing. This should be compulsory reading for all in the industry.” – Georgia Macmillan, public relations consultant " Dealing with Grumpy Editors had me laughing out loud - and despairing. This should be compulsory reading for all in the industry." - Georgia Macmillan, public relations consultant "An insightful and honest read and I liked that it was funny as well. I hope more people (especially CEOs and general managers) read it." - Cheryl Ng, director of public relations, The Ritz-Carlton, Millenia Singapore "This book should be required reading for all PRs, marketeers, ad people who are thinking of hiring PRs, all junior journalists and all clients who have PRs." - Emma Gardiner, editor and freelance PR "This is required reading for any newsroom or PR agency." - Colin Kruger, business journalist at The Sydney Morning Herald