For the more than 20 years I worked for a mid-size daily newspaper I can tell you at least once a day someone would ask me if I got their press release. My answer was almost always"no". When I would ask them where they sent it, the answer was usually they didn't know, or they sent it to another department, or to advertsing.
Not knowing the right person to send a press release to amounts to about the same as not sending one at all. Do your legwork. Find out the name and contact information (probably an email address) for the editor of the medium you want to run your release. You then want to follow up with a phone call to make sure they received the press release, and to ask if they have any questions.
Marketing, as in sending press releases, takes some time. And it takes an effort of making connections with the right people (editors), so that they can get the word out about your product, service, or business.
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