Ever fancied yourself as a bit of a Charlie Brooker in the making? Think again.
Let me set the scene. The PMAers and I are sitting around the table. We are discussing what makes a news article (or rather what doesn't make a news article, which after today's 'easter bunny' press release remains to be the question).
Roberta: "And the second cardinal rule is...".
(drum roll please)
"Nobody cares what you think"
What?! Excuse moi?!
Nobody cares what I think?
But this is true. If there's one thing I've learnt today, it is surely to leave all my instincts and opinions behind. There is only one thing to remember when you are writing news from a press release - the readers. Is this news for them? Whether it's relevant to you or not doesn't matter, but whether it's news for the grocers, PR managers and salespeople is the crucial point.
And finally, a bonus tip for all budding journalists - never write a story about a closed down railway station in Cornwall...
On to day four.