• Difficult to retract, should any changes occur.
• Should be written in a journalistic style (see Method).
• May not be used if more exciting news events take priority.
• May be re-written and key facts/emphasis changed.
• Media organisations may become interested in an aspect of the project/issue that is not the focus of public concern.
• Media releases are competing with thousands of other incoming news items, and have a better chance of being used if they are sent directly to a journalist who has had previous friendly contact with the sender.
• The size of media releases limit the amount of real content that can be incorporated.
• Media releases have a better chance of being accepted is they have an element of controversy or risk, however an organisation or group may not wish to focus on possible negative outcomes or risks.