Simple. Keep the story simple. Sub plots, twists and last minute revelations work in novels and screenplays, but not in journalism.
And, as I tell the folk to whom I occasionally teach 'managing the media', you must think like a journalist when seeking publicity and writing a press release. Keep it simple.
Here I am, due to publishing delays, trying to promote a book and a DVD at the same time. It really is tricky.
Some newspapers were obviously going to be interested in the Scottish Sea Kayak Trail more than a specialist kayak coaching DVD. But what about magazines like TGO-The Great Outdoors? What about Scotland Outdoors? I suppose I'll discover in time.