Clients often think that all public relations agencies do is send out press releases. PR agencies reinforce this notion, because press releases are easy to prepare and agencies can charge lots of money for them.
While press releases should be used to announce breaking news, they are typically the least effective method of publicizing your company. Unless a press release has news value, no one will run it and few will read it. A press release is also a great way to ensure that top-tier media will not run your news. The Wall Street Journal and other top media want exclusivity. If you send out a press release, it tells them that every other financial media outlet will be getting the same news.
While press releases should be used for breaking news, in most cases they should not be the main focus of your public relations program.
A summary of PR Peeves initially appeared in an article we wrote for the Worcester Business Journal.