While they can be a useful source of information for journalists, press releases are not the most reliable way of securing coverage for your school/organisation – particularly when it comes to national/specialist media.
This is partly because many press releases are written with internal audiences and not journalists in mind (what interests parents and school governors may not necessarily grab the attention of a reporter or editor, for example).
It is also a scattergun approach; send exactly the same press release to half a dozen editors and some might pick it up, but others may ignore it because they think someone else is covering the story.
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