For example, companies without the guidance of a PR agency may issue a press release about something the media simply doesn't care about (like an award, a new website, or a small charity event). While this may be big news within the company, such things are generally not material to the media. But when brands learn to decipher what constitutes news for the media AND what their consumers actually want to know about them, they will likely find that their media coverage will improve exponentially.
5. But don't waste your time with press releases. Press releases are the most overrated form of PR because, as mentioned above, many companies don't understand what constitutes news. So, at the end of the day, press releases are significantly Real Estate Photo Editing overused. Instead, Dukas generally advises companies to work directly with media and journalists to share information without a press release. And this is one of the added values that a PR agency offers. A good PR agency will have great media relations, and companies don't necessarily need press releases when they have those good relations.