Message From Within The Mass Media Release Distribution Industry

We, VPR Media & Marketing, have never been fans of mass distribution media releases. In fact we believe that PR companies that use them regularly and recommend them as the first line of attack to their small to mid-size clients, whose name and brand recognition do not ensure them almost automatic coverage, are doing their clients a disservice and are simply after the easy $'s.

We believe in targeted pitching and in only doing so when the pitch is either news or human interest worthy. Therefore we enjoyed the following posting from fellow LinkedIn Public Relations and Communications Professionals group member Brian Scully. It's a brave message considering its coming from within the ranks of the media release distribution industry and is aimed at mass media release insistent PR companies that are the bread and butter of this industry.

"Running a press release distribution service, I can tell you that a lot of our clients would benefit from a publicist or PR firm. Yes we affordably get their press release published on a syndicated network of sites but it does not replace them getting coverage in an original article. Some have good in-house PR, but many could really use a capable Publicist/PR agency. So one thought would be to analyze the release wires for companies that only issue press releases and do not have original articles covering them. They could all probably benefit from 1-2 killer pieces of original coverage about them."

If you are a business or organization that has a PR company or consultant who is always suggesting a shot gun approach instead of a sniper targeted one for your PR campaigns, drop me an email at pekka@vprmm.com.