Even before you start writing your press release, think who you want to read it and where you will send it. If you leave this until after you’ve written it, you could find that your press release is not suitable for the publication(s) you are targeting.
Taking a scattergun approach and sending it to everyone is not a good idea either. As a business journalist, I receive so many irrelevant press releases that waste my time. While I try to remain helpful at all times, sometimes this does stretch my patience too far.
Does this matter? Well, if it puts a journalist off reading anything you send them, it could mean you miss the one big opportunity when they are interested.
I am really grateful when people take the time to find out what news I am seeking.