A good headline, a concise, clear opening couple of lines and a punchy quote will get you a long way from my inbox onto a headline in Splash.

Better still, a decent picture really does help sell a story. However, while I used to be a fan of them in the past, I am getting increasingly miffed by the slew of ever more far out artist’s impressions I am receiving.

Far too many press releases I am getting these days look like they’ve let Ridley Scott or George Lucas have the creative helm.

M...