To anyone who reads news releases, it’s hardly news that often such releases tend to be poorly written, verbose, hyperbolic and muddled.

Perhaps the main problem is the news release is overvalued as a tool by both agencies and clients. PRNewswire and BusinessWire are both clogged with releases that suggest that whoever released it has no perspective on what’s newsworthy and what’s not. The art of media relations requires more creativity and forethought than simply serving as a press release mill, constantly churning out communiqués day and night.

The issuance of a press or news release should be done with the kind of careful consideration a company would otherwise take when issuing a stock offering. It’s important to be able to determine the value of different kinds of news and how to mine news for the most appropriate kinds of messaging. After all, one doesn’t have to be the news editor of the New York Times to realize there’s a world of difference between announcing a $100 million piece of new business versus announcing a $10 million piece.

Aside from lack of critical news judgment on the part of some public relations practitioners, there are several other reasons for the sorry state of the news release. All too often, news releases have the breathless quality of a promotional letter, yet contain little actual news. Like too many chefs that spoil the soup, this tends to be the result of creating by committee. With direction coming from individuals from a variety of areas – both on the client and agency sides – who have no practical media relations or writing experience, the person who ultimately crafts the message simply tries to satisfy the varying parties, each of which has a separate agenda.

The answer to an effective news release ultimately depends on one thing: having real news. It’s crucial that when reading over that first draft, put yourself in the position of the consumer opening up the newspaper, magazine or website and consider. If you worked somewhere else, would your news item spur you to read or turn the page?