If you aren't following this tactic, you are giving your competitors an advantage. Third, you can create a mailing list of your customers. This is an electronic tool that broadcasts your press releases to customers' email boxes. A word of caution, however. Make sure you get permission from each customer.
Online consumers hate junk mail.
Follow it as if your life depended on it, because if people get upset, they can and will tell 30,000 of their closest online friends with the click of a few keystrokes. All these steps allow you to create long, lasting relationships with your publics. They will come to rely on you as a resource of information that they can't get from the daily newspapers and trade publications. Further, you'll save money through these tools, compared to incurring the expense of printing and mailing hundreds or thousands of press releases via snail mail. However, these strategies aren't meant to assume that you should ignore the media.