Editorial copy is a familiar concept to most people and is based on the idea of gaining free editorial coverage for your business in a media outlet. This is a highly skilled process and requires copy that is both well written and properly targeted at a specific publication. The pitch usually appears in the form of a press release that is sent out to target journalists and newsdesks.
Success in achieving editorial coverage also requires the skill of selling-in a story to hard-pressed and sometimes cynical journalists. This depends on striking a careful balance between persistence in persuading a journalist to run your story and just simply annoying them. This is a process that benefits hugely from the skills and knowledge of being a former journalist.