By Mark Macias

There is a misrepresentation that press releases will lead to a story in the local newspaper, or a segment on TV. I hear it all the time from potential clients.

“Why do I need a PR firm when I can post my own press releases?”

Here’s a closer look at how journalists, producers and reporters all view the different PR newswires. I’m basing this analysis on my experience inside the newsrooms of NBC, CBS, King World Productions, the Arizona Republic and KTVK in Phoenix.

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