I can’t answer for Todd, but I think the main difference between working with the media to get placement for your press release or product news, is that with PR you’re looking to work with their schedule. To get into a time period you want, you need to put a time buffer between you and the release of press. You are sending your news to a third party to distribute to their network so you work at their speed.

With direct mail campaigns you are talking directly to the customer. No middle man. You have more control over when the message is sent and more importantly, when it is delivered.