Recently I was asked to guest lecture at Massey University to their first-year media skills class. It's a group of people studying to become either journalists or communication practitioners.
I thought I'd take the opportunity to impart something that's taken me a long time to learn. That media engagement is a lot more than writing a press release. In fact press releases are not the magical panacea to get your brand out there and get you oodles of media coverage.
That's not to say that press releases don't have their place, but that they should not be your go-to when you have a story. The main thrust of my point was that we should be reaching out to journalists first, to talk to them and see if they're interested in our stories. If they're not, just spraying out a release and praying it will get a hit is not a sensible, efficient or effective tool.
You can see the presentation here (it's very short, don't worry!):