So many people feel sending out a press release is enough to get them PR. Wrong! If anything, I say send out a press release AFTER you’ve shopped around your news. Top media want scoops not information that makes them feel like cattle for the grazing. Key media friends want you to call them first with your news, they don’t want to find it on the Internet or on the wire for the rest of the world’s picking. That’s not news to them; it’s just fodder for a slow news day. Not sure how to get the top media venues attention? We do. See how we do it.