HONG KONG – Surprisingly, 20% of NovationWire’s respondents advised they do not even use a press release as a part of their marketing strategy. As we have mentioned in the past, sending out a press release when Users have newsworthy information to share makes sense. The key word here is “newsworthy.” The information should be newsworthy and useful to journalists or customers’ general audience. It is important to note that when Users send out insignificant news on a regular basis, it will only alienate yourself and company from journalists. And just like the “boy who cried wolf,” people will not pay attention when they find that customers’ news is usually trivial, exaggerated or misleading–Users must be credible. What is customers’ typical preferred reach? In the pre-Internet world, unless Users were a big national company, the news Users wanted to announce would more than likely have been either local or hyperlocal news. Times have changed, and the Internet has opened opportunities for businesses to have customers reaching them from around the globe. In NovationWire’s survey, the majority of businesses distributing a news release on a newswire service selected ‘national’ as their c...