Fortunately, I rarely need to use a press release; my media contacts usually accept a phone call and a pitch, especially if the idea is worthy and news. However, from time-to-time it would be nice to distribute our news to others outside of the city and build some goodwill for the courts.

I think anything we do should be easy to re-purpose and viewed by as many people as possible, and certainly over time more of my journalists are going to be seeking out information via RSS, XML or whatever may come next.

Testing is important too, and I would like to see more people report their findings. The adage, “if at first you don’t succeed, try, try again” is certainly the motto I plan to follow through with in my next attempt.