Once upon a time, before the Internet was a go-to resource, when postal mail and faxes were key ways to disseminate detailed information to media, the press release was pivotal. Those days are long gone because:
  • Journalists don’t want to write about something that’s already been released. In the past, readers had few media sources for this information. Today, seconds after you post a press release on the Internet, it’s no longer new news. This story is already one click away from any one of billions of people with an Internet connection. Of course, you could send the press release out under embargo beforehand, but even that signals to journalists that you’re giving the story to a ton of competitors.

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