A traditional press release is a newsworthy, one page information sheet companies send out to media outlets such as newspapers, television and radio stations, publications on the Internet and so on. With the hope of getting 'some press.' In other words - getting your product and company name mentioned in a publication is a good thing. Especially in a national and well known publication. It gives your product or service a lot of credibility. That's before the internet and websites.

Today it is a different game. There is a growing trend of using press releases just to get incoming links to their website. We all know that pretty well the only way to get high rankings in search engine results is to get properly formatted, one-way links from other and related websites. In this regard, a press release is just content. Like the articles you submit to article directories. The advantage of a press release is that you can get the added bonus of getting mentioned in a publication - receive credibility in addition to the link.

The benefit of getting written about is that every journalist will write different words. Thus, the original press release will be another version of the content out there - with a link to your website. That is worth the price of admission.

If the goal is to get reporters to write about you - the release has to be news worthy. There must be something fresh and new and exciting about your service or product. If PR is just an ad - they will not be interested, and you are wasting your time and money.

Press release distribution next. How do you distribute the release? You can manually collect email addresses for editors of publications that you think would be interested. Keep in mind that there is no benefit to send a release about a new FOREX trading software to a food journal. If you have a service for lawyers - you send a press release to publications lawyers can read. I've done this with great success.

If you're willing to invest a few dollars (well worth it) you can either buy a list of targeted media contacts, or even better (much less work) is using a PR distribution company to send your release. The only ones you will want to use an opt-in list of journalists. These authors have asked this company to send them the information. That's where it's at. This way you can be sure that the release will go only to publications that match your product or service. The free or nearly free online services is only good for SEO link. The rarely leads to a mention in a publication and you're missing out.

Realize that reporters are hungry for things to write about. Give them what they want, some buzz. Something new. A new twist on an old product. Always a sure bet is how your product or service has helped people. Solved problems. You may have to prove your claims. "ACME Industries SuperCleaner Soap helps save City Central Hospital $30 000 in laundry costs last year." That works. The last word then: It's about what it means for the user of your product or service. Not about you and your company - or how you do thing - or how good you are.