Opinion: Letters of the Week - Press release pick-up is a sign of professional success

In the debate on 'churnalism' (News, 4 March) using the term 'selling-in' to describe getting press releases used is not helpful. This implies payment and we don't get paid for releases.

Surely we are trying to get press releases used without amendment. After seeing my first release (heavily amended) in print, I shortened words, shortened sentences, ruthlessly activised passive verbs, and then one day - success - the whole thing word for word in the paper.

That's not sloppy journalism, it's good PR. So let's not allow the genuine issues around the unquestioned use of press releases in contentious circumstances to obscure the good work done in day-to-day press relations.

John Hepburn, founder, Mewstone Enterprises.

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