Don't be surprised if you get a number of varied responses. Marketing departments have learned to segment their customer base. Now it is time for PR agencies to do the same. By delivering customized press releases to reporters covering specialized fields, PR firms can effectively drive companies' messages home to the media, and in turn, the consumer. Surveying the media landscape these days, the astute observer will notice publications focusing on ever-narrowing niches.
Press releases are the presorted junk mail of the PR industry.
Written so that there's something for everyone, they influence practically no one. Canned messages are increasingly falling on deaf ears. PR firms are doing a poor job of making the story readily apparent in the first two or three paragraphs. A press release for every angle. Then write a press release addressing it, and send it to consumer reporters.