I've just received a press release from Avis' PR company.
When I say "just", I really mean "just".
It was by pure accident I saw it.
That's because when batches of emails come in I switch off the preview screen and delete all the spam that my anti-virus/anti-spam software misses.
Spam is pretty easy to spot. One of the telltale signs is an email with nothing in the subject field and from a name I don't recognise.
So, listen up PRs....
When sending releases (or anything) by email, always write a clear and explanatory subject line, preferably mentioning the name of the client.