Most experienced editors have a love-hate relationship with press releases.
A good news release can be a lifesaver when it arrives just in the nick of time with a nifty story idea and an arresting headline, compelling lead, powerful quotes, maybe even a publishable photo. On the other hand, editors typically have to slog through hundreds of poorly conceived, hastily written, misdirected releases before finding one that's worthwhile. When it comes to news releases, I've been on both sides of the desk. I was a journalist for 20 years, mostly as a magazine and newsletter editor. I've slogged through thousands of news releases, and learned to distinguish the wifty from the nifty in less than thirty seconds.