It's easy to forget that one of the fastest routes to media coverage - and as importantly, creating a conversation about your story - is injecting a bit of humour into whatever it is you're writing about. Now clearly if you're in crisis management mode you don't want to be joking, but if you're in the throes of promoting something and it seems a bit dry, a bit of humour can really help.
One of my daily disciplines is to look at what the subs at the Sun make of the news of the day. Their ability to find a pun or a neologism that gets to the heart of the subject, often with a bit of humour, is unrivalled.
Write your release, or your email, or your blog post or your tweet and before you send it pause and ask yourself, what would the Sun do?
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