I’ve never been a fan of the news release.

I’ll go ahead and put it right out there.

I think it makes PR pros lazy and clients too controlling. And it typically has no real effect on whether or not a journalist covers your story.

In fact, earlier this year, I wrote, “No One Cares About Your News Release” when asked if it was OK to post your news release, verbatim, on your blog.

Can you imagine if we did that here? How quickly would we lose you? I’d venture to guess it’d be in masses.

That is because most news releases (and I say most because some people actually understand the value of telling a great story in a news release format) are dull, boring, and full of technical mumbo jumbo that no one cares to read.

Heck, by the time it’s finished, you’re probably bored with it. (more…)