Avoid carpet-bombing your press releases. That is, sending the same release to everyone in a newsroom. It just creates problems.
First, it makes you look cheap. If you don’t know who to send information to, sending it to everyone is not a good alternative. Do your homework.
And of course, reporters know when a release is carpet-bombed. We carpet-bomb our newsrooms ourselves when we get information that we want someone else to grab but that’s not important to assign to a particular person immediately. But when everyone gets the same release, you end up with multiple internal carpet-bombings. Any impression that the information is precious and worth jumping on is wiped out.
You dilute effectiveness when you don’t focus.
Rafe
Pro PR Tips 
Just stumbled upon your blog. Thought it was going to be dry and all-business, but it’s also fun! I remember my early days in PR when I actually thought “carpet-bombing” was the thing to do. Experience — and being ignored by the press — is a great teacher, huh?
I agree with you in general, but there are some cases when carpet-bombing is needed and can be effective. It’s just a matter of dosage.
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