If you have an idea for a news release or blog post then before you put pen to paper / finger to key, STOP. Put yourself in the shoes of someone outside your business – you know, your customer … the person you are trying to reach with your marketing and think if they would REALLY be interested in what you have to say.
If you think they may respond with a “So What?” when you tell them and they would shrug their shoulders disinterestedly (is that even a word?) then either scrap your idea or give it some more thought to come up with another way of telling the same story.
The shruggy shoulder thing is not good – don’t fall into the trap of assuming that just because you think something is interesing that others will think the same.