If a marketing manager buys a media list is that enough to reach the right bloggers and journalists? Some marketing managers may ask: "Why do I need a PR agency when my team and I can write a perfectly good press release, article, blog post or more?"
Well, let me tell you about a company that came to us after writing their own material and sending it out via a newswire. They didn't get the promised results, so they decided to buy a media list. They also didn't get the results they expected.
The list was given to us to provide feedback, and this is what we found: