On the importance of getting it out the door

Jim Horton makes a crucial point about press releases:

Of course, the secret behind documents is they rarely have to be perfect. Few reporters quote them in their entirety, and as database documents on the internet, most people aren't able to grasp the subtleties in them.

So why do clients labor so? Time and again, we find they don't know what they want to do and a PR document is the instrument to help them find out.