The press release is dead
The press release is pretty much dead as a piece of the strategic communications arsenal. Think about it. As a society, we've gone from the era of mass production, mass merchandising and mass marketing to one where customization is king. In this environment, press releases are to PR professionals what the 30-second television commercial is becoming to the advertising industry. As far as most reporters and editors are concerned, they are overproduced, they lack differentiation, they generally aren't relevant and the vast majority just aren't worthy of coverage.