All too often, press relations are unsuccessful because approaches to the press are inappropriate or badly executed. Here’s Noble Ink’s 10-point guide to avoiding pitfalls when trying to gain coverage:

1. Always carry out the 'so what' test before issuing releases. Too many unnewsworthy releases will gain you and your company or client a bad reputation.
2. Ensure that the publications you’re contacting – and the specific journalists you approach – are relevant to your news story.
3. Find out in advance how those specific journalists like to be contacted – some like post, some like email, some like fax. But don’t send via more than one method.
4. Make sure you don’t misspell journalists’ names – a real clanger!
5. Make sure you have clear contact details on a press release – and make sure that contact will be able to take any responses in the days following despatch of the release.
6. Include photos or photo information as often as you can: it increases the chance of coverage significantly.
7. If you are using photos, avoid the ‘grip and grin’ shot.
8. Find out press days and try to get your releases to publications at the appropriate time.
9. Think laterally: can you link your release to a relevant issue or current event?
10. Never, ever, ever phone up a journalist to find out (a) if they received your release and (b) if they are going to use it – this can be counter-productive.