Hey Nicola, thank you for the response. OK, so first, there’s nothing wrong with spending a couple hours a month trying to drum up press interest. That might even be considered a part of a healthy marketing plan. Just don’t waste that time.

A more targeted approach to marketing is going to produce better results than the splintered, SEO-driven thing we call press these days. The publication’s idea of SEO is probably (likely) not your business’s idea of SEO, and I’ve seen this play out over and over again. Millions of hits on the article, thousands of hits to the website, crap conversion rate.