Gary Vaynerchuk makes a great point here about the effectiveness of mass marketing vs. conversational marketing. In this case he argues that telling stories about your brand on a daily basis is more effective than blasting out a generic press release and hoping that it gets covered.
The part I like the most is when he’s talking about “painting a thousand little pictures”. For me, these little pictures are also conversations. By interacting with consumers on a daily basis, you’re planting the seeds of PR. Journalists today don’t need press releases. They have Google, Twitter, Facebook and REAL people to tell them what the stories are. They don’t need (or believe) BS press releases that pound their inbox everyday.
Instead of taking the short cut and *hoping* that a journalist will buy what you’re selling on press release, go out make it real and make them *want* to write about your brand.