As journalists, we are inundated with PR about national campaigns or raising awareness days. While all information is welcomed, it's hard to explain to excited PRs that editors are becoming less and less enthusiastic about using these campaigns, and 'national' days, as hooks for a feature.

Editors are bombarded with campaign news and it's unlikely that journalists (particularly freelance ones) can make a chink in their armour with this angle. The first issue is oversaturation - if a charity is holding a national awareness week or launching a new campaign, they have most likely sent press releases to every national publication on their mailing list. Another issue is exclusivity. If case studies are already booked to appear in a national newspaper it's unlikely that another paper or magazine will want to run the story later (unless it's a particularly strong one). Editors are also well aware that there is a certain amount of fatigue in the public regarding these campaigns and national event days.

As a freelance, I have a great relationship with a number of PRs, and I often find that the really good stories and features spring from their own experiences and ideas. I'd urge any PR to share with their favourite journalist the unique story their case study wants to tell, or the trend they have spotted whilst visiting clinics, community centres or charity meetings. Again, exclusivity is key. Although it takes more time, call or email journalists individually to discuss these ideas; I'm always sceptical about mass mail outs and have often ignored stories or topics that look interesting, but have been sent to umpteen other writers. Editors loathe nothing more than to be approached by several journalists touting the same story. There is little point telling a freelance that although you've offered your fabulous case study to 'a few' other journos, they could try a completely different angle - it won't wash.

Have faith in your own ideas and case studies. National awareness days have their place, but building a solid relationship with a respected journalist and discussing your own ideas and interviewees with them exclusively is just as likely to yield spreads in the nationals.

Johanna Payton is a freelance journalist specialising in health, parenting and real life - www.johannapayton.co.uk