I looked at various levels of press releases in early parts of this series, ranging from cheap Fiverr distribution buys (usually guest posts that claim to rank in Google News), to some of the cheaper syndication sites like PRUnderground.
While experimenting with inciting incidents, and hoping to be able to piggyback off other viral cultural content out at the same time, I sent a sample release to a low to mid-range PR distro site, asking if they would run it (so I didn’t have to waste my money if no).
I’m including a partial excerpt of the reply I received here (but excluding the source name), because it is both educational & reflective of an “old media” mindset about press releases and their purpose/function. Since it was a business communication about their service, I post it under the assumption there is a lower expectation of privacy associated with it than there would be with a personal private communication.
…we don’t allow any ‘hoax’ content of any kind, only actual factual news, since a press release needs to be news coming from you, not fake article about you, or commentary on other things not related to your actual service/book/project.
The ‘found atlantis’ on Google maps is an old old thing that comes around again and again, so generally not really relevant to anything legitimate. Remember a release is going to legit media, not the public and it’s not a blog post for click-bait.
I will leave off any additional commentary I might have here for the time being.