MICHAEL GREECE: You know, a press release is a tool within the PR person’s toolkit that is probably overvalued in today’s media environment. The answer to what makes a good one is that it is timely and that it has some significant news. I think far too often people use press releases for things that don’t require notifying the whole world, and as a result a lot of editors feel that press releases are like crying wolf, and don’t pay attention to them. So I think the more effective tool perhaps is creating an opportunity to have a conversation with an editor rather than sending a press release out. Also, the media see press releases as information given to everyone, and frequently the best stories are made in the PR realm by an editor feeling like you’re the only person that editor is getting that information from, and the press release sort of destroys that sense of exclusivity.