A long time ago... (before the internet and even before fax machines and desktop computers (anybody remember the Mag Card Selectric?))... I worked at a government agency. Occasionally we had news that we wanted to communicate. We would write press releases and send them (by snail mail) to all of the newspapers, radio stations, tv stations, relevant government agencies, a few relevant university departments located in our state plus anybody else who asked to be on our press release list. For the media we would usually include a high quality relevant photo.
Sending out a press release was a lot of work, printing photos (B&W of course), folding papers, stuffing envelopes and running them through a PB machine. Cost a lot of money too.
The press releases would almost always be published in several newspapers and result in phone calls or visits from reporters who wanted more information.
Like I said, this was a long time ago before you posted stuff on your website, so informing the media was the only way to get information out to a lot of people.
In those days, this was how press releases were supposed to be done. And, yes, even then there were a few people who sent spam press releases. They were guys who liked to do a little chest thumpin', but most people who received this crap got on to them after a few BS releases and tossed them in the trash.
When people had to do a lot of work to produce a press release and produced them infrequently with substantive content, they were quite effective. Today, press releases are waaaaaaaaaaayyyyyyy out of hand. People publish press releases when nuthun' happened and spam has grown into an industry. Probably because it is so easy to send them out.
Edited by EGOL, 02 June 2014 - 12:30 PM.