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Most public relations people will send an email, and that is fine. But what I have started doing is following up with the media who open the releases I send and offer them a free sample of whatever I am promoting. I’ve done this successfully with men’s underwear, sports medicine, and organic personal care items. Writers will contribute reviews and add your goods to their gift guides.
Consider expanded distribution to hit more major mediums, albeit at an increased cost. For example, if you are a multinational company, consider worldwide distribution with AP Newswire syndication. If you are a domestic company, target national regions to hit every major news medium in the continental U.S., as opposed to the limited newsfeeds that are in your set geo-region.
All of the above examples are just a few; there are and can be other examples as well which fit the description of a press release. You just need to remember this that you should write a press release effectively to make it newsworthy for the purpose of involving media and your target audience.
Everyone is promoting their products and services online to increase visibility.  A really good and cost efficient way to increase exposure is through press releases.  There are a lot of free press release distribution sites out there, but here are our top 5 picks for PR and Communications teams to explore:
If you’re publishing your press release on a distribution service like PR Newswire or Business Wire, avoid publishing it on the hour (e.g., 1 p.m., or 3 p.m., or 5 p.m.). The reason? Most companies schedule their releases to go out on the hour, which means if your release goes out on the hour too, it’s more likely to get lost in the shuffle. Instead, try going with a more distinct time (e.g., 1:12 p.m., or 3:18 p.m., or 5:22 p.m.).
Whether you are on a tight budget and are looking for the best free press release services or are more interested in getting the largest distribution you can from one of the paid press release distribution services, these six companies should offer you some great options for your PR, along with other business needs.
Please note that registering with free PR distribution sites will inevitably mean you start to receive SPAM emails so, to avoid this, we recommend setting up an alternative email address and using this to register with these sites
4. Please note that all press releases are read over and posted by our team of editors. As a result there will be a delay between submission and posting. We aim to post all new Press Releases within one working day. If your release has not appeared on the site within one week, check that it fits eNewsWire’s submission guidelines and try submitting it again.
3. Press releases must not contain more than one hyperlink per release and only as a simple link ( The link will not be active. For for more active links accompanining the realse please read the note below. Note that those ignoring this rule and posted multiple links will not be posted.
Following our press release template will help you stay on point as you write your press release. You’ll want to follow it closely to ensure you’ve included all the key information, such as your release date, boilerplate, and end notation.
Our study found 56% of office workers deemed perks were at least moderately important when evaluating a job — and we were surprised to discover that a majority of employees would prefer certain work perks over a raise, including flexible hours and remote work opportunities.
If you want it to be standing room only at the shows on your tour, then you need to publicize your band as much and as often as you can. Getting media attention, especially in a larger market like Los Angeles or New York can be very difficult, especially if you’re newcomers without professional representation. 
Since you have a very limited space in your subject line to capture the attention of journalists, I recommend that you don’t waste precious space by putting ‘press release’ or ‘story idea’ in the subject line. Journalists are used to receiving email pitches, so they know to expect a press release.
Below, please find a detailed review of each press release site on our list of top free press release websites. We have highlighted some of the factors that allowed these free press release services to score so high in our selection ranking.
Exposure is still an essential element of free press releases, but not in the traditional sense. Now, even with limited or almost no resources or budget, free press release sites make it possible to create a free press release and have it distributed all over the world.
As a senior journalist who has just crossed over to the dark side of PR, I am amazed at some of the advice above, obviously from people who have never worked as a journo and have little idea as to how they work (well, how we worked and how I suspect most major news organisations work).