I receive hundreds of press releases on my desk everyday, and with cut backs, hiring freezes and layoffs, it is impossible to get to all of them. Just like it’s hard to return phone calls, it’s also difficult to absorb a bunch of information, arbitrary quotes and needless details. Plus, by the time I’m actually reading a press release, it has often become old news.

In my opinion, it is much more effective to send a one- or two-line email or tweet. Producers like me, if the tweet or blurb sounds interesting, will follow up with more regularity going this route than the traditional press release process.

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