According to David Compton , president of Compton Communications, there are five common mistakes marketers make when preparing their electronic press releases.
Press relations require a relationship to be truly effective.
After all, a good editor or publisher will not accept the information in any release at face-value unless they are sure of the source's credibility. Spamming the press is as bad as spamming the Net. An old Associated Press editor friend of mine, who often got unsolicited faxed releases each day, told me he placed a trash can under the fax machine. If I did not call about a release, he just let it run into the trash. Releases are sent to inappropriate or unrelated sources.