The media is a fickle business. If your story is not going to impress an editor or sell papers, the journalist you are targeting with your press release will not be interested. So how do you increase your chances of keeping your press release out of their digital rubbish bin? Here are five tips that might help you in your quest for publicity… 1. Identify your angle, and it better be newsworthy. Starting a new website is not a newsworthy angle unless you are someone special, or the website is something incredibly special. Try to link in your website launch with something that’s happening within your niche, as this is likely to see your press release given much more attention than a typical ‘new product’ mail shot. If you can’t find a newsworthy angle, consult a professional. A press release that has no news is worthless. Read the other four tips here.