That equation sums up much of what's wrong with the real estate "public" relations community in Chicago and other major cities.

If PR people know anything (and the more exposure you have to them, the more debatable that proposition becomes), they know how to reach the press.

We all know that reaching the press, and the people who read the printed press, is a game of rapidly-diminishing returns.

Restate our starting equation: traditional PR = poor returns.

HousingNewswire will take PR news releases to the media, to industry influentials, and directly and pervasively to the public.