In this third episode, Matt looks at how you should start your story. It's very important to start the story in a way which enables it to develop, whilst ensuring you cover all the key elements – Who? What? Where? When? and Why?
In this final episode, Matt explores why the key to getting good press coverage is to give journalists what they need – and explains all the things to avoid when writing a story and sending a press release.
In this penultimate episode, Matt looks at what is – and what isn't – news. Looking back at the hundreds of news stories sent to Attain over the past year, there are a significant proportion of stories which are not, really, news.
In this seventh episode, Matt looks at the fourth and final key ingredient of news – the headline. Headline writing is something of an art form but it doesn’t mean you cannot write a good one. Too often it’s left to last and then feels a bit rushed.