First off, you have to have to have something to say that of interest.  We often think we’re writing for the masses, when really the goal is to reach appropriate key audiences – whether it be journalists, the general public, consumers, decision-makers, influencers – or all of the above. 

The press release remains an effective tool to distribute news and start conversations – but simply issuing a release does not mean you have engaged your target audience or successfully communicated your message.