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Media & Communications Corner: Don't Send That Release (over the Wire)

By Nicholas Gaffney

Law firms and other businesses devote a huge amount time, effort and money to creating and promoting “news” via press releases. But are they worth the time and money?

Think about it: To get even the simplest of releases out the door, you have to gather the facts, write the release, add quotes and circulate it for comments and edits. Then comes proofreading, the final approval, and, finally, paying for distribution over a commercial newswire such as MarketWire, BusinessWire or PR Newswire. The entire process can cost upwards of $3,000 for even a basic release.

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