The fax machines in our newsroom are heavily used after 6pm. So it is of no help to the organisation seeking the news publicity when its staff are not there to answer calls from journalists who need to get their questions answered. It is understandable if the news statements contain market sensitive information. But it is not the case with many of the releases. The broadcast media has special requirements.
Radio is about sound.
TV is about sound and pictures. A nicely crafted news release with facts, figures and tables may be of use to the newspapers. But it makes boring radio and television. We rather have the pictures and the people who make the news. This is a short excerpt of a speech or an interview given by the newsmaker, or a spokesperson.