Some managers think it is necessary to be in the media as often as possible and feed media with media releases at least twice per week. If you have important news so often - do it. But if the goal is to have them just for the sake of the frequency - it is better to keep silent for a while and get back when you have something important to say. Because otherwise, you'll bother the media and gain the reputation of a spammer. Think about Plato quote next time when your client or boss pushes you to produce a piece of news out of nothing and try to explain the value of silence and pause.