Crap shoot

Apparently some people don't think press releases work. In my opinion, they are moderately effective. However, I think they're a necessary part of the business. How else should PR professionals get the word out?

Ideally, a professional would be familiar enough with local journalists to give them a call, pitch the story and get coverage. Realistically, with the scope of most firm's clientele, there is no way to have a personal relationship with the media.

But what do you think? Is there a better way to get the media's attention?