The fifth in my September PR Master Class:

Technology companies have entire departments — not to mention hired-gun agencies — charged with spraying bad press releases onto the media.

A lot of money is paid (not made) by firing off bad press releases.

So when I tell companies they should just stop going through the motions, they get really stressed out. “But that’s what we do.”

OK — quick quiz — If I asked you to think about one of the most beloved, successful and popular consumer technology companies, which company pops into your mind?

Me too. Apple.

Now…Guess which company doesn’t distribute press releases as a hard rule?

Yep. Apple.

Not only that, but Apple pretty much makes it a rule never to comment in the media on anything. Ever.

For them, it builds interest.

You aren’t Apple, so you should probably continue talking to the media.

Just don’t send them blasted press releases.

Journalists hate them. They receive 100 per day. And they’re almost all terrible.

Further, I’m pretty sure your public relations people hate writing them! I am confident of this because most press releases read like high school essays students didn’t want to work on, waited until the last minute, and then threw something together at the last minute just to have something to turn in so they don’t get a zero.

So don’t send press releases.

And don’t send group emails. Don’t send anything to a group of recipients you don’t know using the BCC field in your email. That’s lazy.

Instead, send personal emails. Make personal phone calls. Invest yourself in tell you the media about the results your product creates for people. Tell the results story. And tailor it to each journalist’s interests and focus.

I know. That’s more work. More time. Don’t be afraid of that. What you’re doing now is generally terrible. So try this instead.