on Writer Beware:
What Is Junk Book Marketing?
As I define it, it’s one-size-fits-all marketing that’s inexpensive to provide, can be (and usually is) sold at a huge markup, and is often of dubious value for book promotion.
Press releases are a good example. They’re the sort of thing that “everybody knows” should be part of a PR campaign. Like any worthwhile marketing or promotion, however, they need to be tailored to be effective: recipients must be carefully targeted and followed up on.