An exciting news? Check. A handy headline? Check. A text that is short and concise? Check, the press release is ready for dispatch! But the quality of the text and the news value of the message are not the only deciding factors as to whether the PR's message is well received and shared in the media. The actual recipients are at least as important. And at this point it becomes critical: Does my beautiful press release deserve to be seen by all journalists up and down the country? NO! Not even if it is a particularly popular topic. Sheer mass of recipients is bad advice for a press release.