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When you send out your press release you want to avoid the spike at all costs.
In newsrooms a spike was a common tool on most journalist’s desks. It was a solid wooden base with a metal spike through it and used to impale unwanted stories in the days when copy was bashed out on old-fashioned typewriters. If a report was spiked — that was it — the end.
Today, most stories arrive via email and the modern equivalent of the spike is the delete key. It's not as dramatic a statement but it amounts to the same thing.
Journalists receive 100s of emails every day and have a spilt second to make a decision on whether the story is worth sending out to the world at large.
At Viva we help our clients win that battle by sending out copy that is designed to appeal to the journalist who receives it. You see it's not just your reputation that is on the line, it's ours too. We want our contact to be happy to receive our releases.
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