I love working in public relations and I love writing press releases—the clever headlines, the catchy leads and the newsy facts. Press releases are considered by some to be the cornerstone of public relations. But, while I think press releases are important in PR, I’ll be the first one to say that not every event or announcement warrants a press release.

Too often companies issue a press release without any strategy behind it. Just because you write and distribute a press release about your company’s latest announcement or event doesn’t mean that media will line up to cover the story. Press releases have to be newsworthy. They require a well-thought-out plan and strategic thinking. They also require PR professionals who know how to pitch the story to media contacts.

So, when is a press release appropriate?

Personally, I believe, a press release should only be used to make a truly newsworthy announcement. New product launches, company expansions, awards, donations, special events and major company milestones are all newsworthy situations that, in my opinion, call for press releases. Obviously, each situation creates different story opportunities and should be analyzed individually to determine the best approach. Just ask your PR professional for his or her opinion. Or, ask me and I’ll help you out.

I’ll be the first one to say that a press release is not a PR strategy. But, while reading an article by Mark Naples titled, “6 PR facts every marketer must know,” I was surprised to read that one media contact at a high-powered publication actually said that, “the press release is dead.”

I do agree that press releases alone do not make a PR campaign and they shouldn’t be blasted to every media contact on a list with the hope of landing a feature story. But, in my opinion, the press release isn’t dead; it’s the first step in helping a reporter or editor develop a story.

Press releases lay the foundation for stories and articles. But you can’t stop there. Press releases, combined with over-the-phone pitching, in-person meetings and becoming a resource to reporters and editors build relationships and creditability over time—and in turn lead to the development of stories and articles.

Meaningful PR doesn’t happen by simply clicking “send” on an e-mail, meaningful PR happens over time and with many steps—a press release is one of those steps.

Do you think press releases are still valuable PR tools?

Today, I discovered Pro PR Tips, a blog written by CNET’s WebWare writer Rafe Needleman. The blog sparked his book published a few months ago called Pro PR Tips: Public Relations Advice from a Jaded Journalist that I’ll be getting a copy of this week.

Needleman posted 100 tips in 100 days and now updates when events warrant them (translation: when a PR pro does something stupid, Needleman will post about it).

Today’s “Tip #138: If I want trapeze artists, I’ll go to the circus” served as a great reminder and made me chuckle a bit. I mean, who hasn’t been in a planning meeting when something ridiculous that has nothing to do with what the media really want is forced into fruition.

My takeaway: you don’t have to spend a lot of money on fanfare to garner media interest in your announcement. More b2b PR folks need to keep this in mind when you’re planning your next press conference. In today’s economy, your PR budget is better spent somewhere other than the flying circus.

So, I’m hooked on Pro PR Tips. I was sucked into reading about half of the tips Needleman posted. Some of the tips are kind of elementary, if you’ve been in the PR biz for a while, but they’re still worthwhile reminders. If you have a few minutes, an interest in PR and want to laugh, check it out.

This weekend, I visited my parents in Vegas. While my daughter was entertained by Grandma and Grandpa, I settled in to a routine that I’d long forgotten—I read an actual hard copy of the Wall Street Journal. With newsprint dotting my fingers, I read cover to cover.

I usually get my news online and it just isn’t the same. When I got to the Opinion section and this article by Bill Wyman, “What Newspapers Can Learn From Craigslist,” I couldn’t help but think there was some cosmic alignment at this particular moment.

Wyman opines that newspapers need to put readers first and get rid of the unwanted navigation elements, like multiple links to different sections of the site. Instead, newspapers should take a page from Craigslist, which has been criticized for its simplicity. Craigslist gives users exactly what they want and puts very little on the site that isn’t useful to them.

I think Wyman’s right. It’s high-time newspapers think about online readers and what we want. I’d be thrilled to get to the editorial without the other garbage crowding my screen.

All marketers could really do a better job of this. Sometimes, we’re too caught up on what we want to put on the page, rather than what the user wants or needs from it.

Maybe I’m wrong. Could newspapers be making the online experience so miserable that we‘re driven to pick up a hard copy? After all, I flipped through my parents’ copy of the WSJ over a cup of Verona this weekend, and today I’m a returned subscriber.