I know of a lot of businesses that spend more time writing press releases than they do pitching them to journalists.

This is because writing a press release isn’t something most small businesses do very often. As a result they can spends weeks and months going backwards and forwards over what to write, how to write it, getting it proofed, changing things and making a pretty PDF.

They then email it to a handful of generic mailboxes at a handful of media outlets, dust off their hands and think their work is done.

This is a huge mistake.