DIARY: Lighthouse duo provide top press release tips

PROs, take note. If you want to ensure your press releases get read

by cynical hacks, take some tips from Vicky Wilson and Rurik


The duo, who work for small London IT agency Lighthouse, were pondering

how to ensure journalists attended a networking event in a Soho


Cramped over a single halogen lamp in their offices late into the night,

the pair came up with such ingenious lines as: 'We are seeking to

leverage our first-mover advantage, while revolutionising the seamless

integration of journalists and intoxicating liquid solutions.'

On a roll, they continued: 'The solution capitalises on the

journalist-drinking legacy system, with high-throughput bar2journalist

(B2J) dynamic connectivity.' Brilliant!

And there's more: 'We are extremely excited about this unique deal,

which offers fantastic opportunities for PR-journalist juxtaposition, as

well as enormous benefits to the media industry.'

Press releases which read: 'FREE BOOZE. ALL NITE. COME', may work

equally well, but they are just so passe...

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