There is a common misconception among business owners that media relations means writing a news release and sending it to 1,000 journalists, and suddenly they’re all writing about you.
I always joke that they must teach that notion in startup school because every tech founder wants to approach PR that way.
The news release, though still valuable for certain things, is no longer a great tool. Sending a mass email to a big list of journalists violates the CAN-SPAM Act, not to mention that, if you have Canadians on your list, you can face serious fines.
It takes a lot of time and energy to conduct media relations well. You have to think about it as you would business development or supplier relationships. A relationship has to be built before a journalist will pay attention to you. Sending a news release to their inbox is decidedly not the way to do that.