An interesting bit of research by Response Source/SourceWire Press Release Wire has looked at the most popular releases to try to find out what makes editors read releases. They came up with the following ways of getting an editor’s interest:
– The celebrity angle
– Jump on the bandwagon
– Doing the world a favour
– The oo-er factor
– Topic close to the heart (or wallet)
– Putting fears at rest
– The small people factor

Of course at Napier, we wanted to find out more. Looking at the top releases, we found that the European technology journalists wanted to read about Lindsay Lohan, chocolate, backless thongs and the teletubbies (which were all subjects in the most popular releases). Being an editor must be a tough job…