Plan on making a little effort to write the press release well. If written well, they will be recieved well, and passed along. If they look like nothing more than self-serving advertisments they will not be published.
The one word key to an effective press release "newsworthy". If it's not newsworthy don't post it. If it is newsworthy then a press release becomes a contribution instead of a shameless advertisement.
What might be newsworthy?
There are many different companies in the business of submitting press releases into the industry. These services can be very useful. They can help target where to send a release and most will also help you write the release. That's theire business. They make money helping you create a press release and then they make money sending your release to various editors and publications. A true and noble profession we're sure. But like any other marketing profession is it also full of sharks ready to make a living off the sweat of your back. Be careful to not let your dreams of riches pull you into a promotions contract which has you running around in the mid day heisting television sets to pawn for your promotions habit. In other words be prudent.
Here are some companies on the web submitting/publishing press release:
FOR IMMEDIATE RELEASE:
(If geographic in nature include City, State, Date):
Opening Paragraph -- make sure to answer the 5 W's (who, what, where, when, why)
Remainder of text -- Should contain relevant information. Try to construct so that a cut at any paragraph leaves meaningful content.
If you must go to more than 1 page use: "-more-"
After finish of (either 1 or 2 page content) restate contact information. Maybe include an invitation such as "For additional information or a sample copy contact:"
Include a tag paragraph summarizing your company or website history.
Traditionallay "# # #" is the indicator of all done.
Before you start submitting your news through third-party services exclusively consider some of the do'es and don'ts of several press release publishers.
Note: The way it works in our view. There are several high end promotion companies that look like they will do a decent job for you. But if you are looking for a deal press release services may not be the best place to look. Problem being: many of the average and below average services have a news media contact list which they spam every time someone hires them to do a promotion.
In our opinion you might do better researching your verticle. Make a list of media and internet contacts in your industry. Send them a cold email yourself. If you are hoping for behind the scenes secret hand shake buddy-buddy relationships to help your press service place a release then must use the good ol' boy network and pay the dollars. The young bucks in the trade have little more clout then you do. And besides doing the research for media contacts in your industry is great background work future article placement, etc.