In the current business climate, everyone is trying to cut down on waste and online marketing services should be no different.
Adam Parker, chief executive of online PR distribution service Realwire, wrote on Fresh Business Thinking that with millions of press releases sent to thousands of journalists, bloggers and publishers every year, a lack of relevance can result in a lot of waste.
That includes wasted time, money and energy in creating and distributing the material, as well as more waste for recipients who review, read and delete the message, he added.
However, Mr Parker wrote, as with most cases of waste, taking a "few simple actions can make a big difference".
Online marketers should therefore target their PR content "at a very detailed level" to ensure they are reaching the right audiences.
More importantly, they should also be proactive in monitoring the impact and relevancy of their work by following who has used it.
UTalkMarketing recently said online PR is becoming increasingly important as more media consumers turn to the web.