The publications you would love to be featured in aren’t just open to receiving press releases. They also have editorial calendars and are often looking for editorial contributions: tap into a publication’s needs and submit a suitable piece, and you can get a serious PR boost. Highly readable, genuinely interesting and value-adding pieces can make an excellent contribution to meeting your marketing objectives.

I approach editorial writing by first taking a good look at the publication you want to feature in. I get a feel for its style and write a piece that is most likely to be accepted. Plus, of course, I make sure that the content does a good job of representing your business in the best possible way.