I am a proponent of the paid route of a good distribution service. Some would say that you could use providers like MyPRGenie or the PRstore, but I prefer the likes of BusinessWire and their EON service. They have excellent materials to coach you toward an effective layout and content tips, as well as reporting the distribution results.

As noted above, “content is king”; but with today’s social media, you need a balance of the rich attributes of tags and links, too (see this: Press Release 2.0: Writing and Content Matter More than Tech Tricks « BusinessWired).

Keep in mind the history of the Press Release, as it celebrated 100 years of distribution in 2006. Some of the old rules still hold true, today (Sales is more than just a numbers game...: Press Release turns 100).

Best,

Peter

Sales is more than just a numbers game...