We’re ramping up for VoiceCon 2005 for our client, SecureLogix. We will have a major new product announcement, and are providing advance show support by getting the main press release out under embargo to specific industry publications and booking one-on-one appointments for our client.
Just because you broadcast your news on a wire service like BusinesWire or PR Newswire, it does not mean you will get coverage. You need to reach out to the media in advance of major announcements so you can provide them the opportunity to give their readers breaking, rather than "old" news they can get themselves.
Doing so makes you more valuable to the media and in turn more valuable to the readers.