Start by asking yourself why you’ve written the press release in the first place. It was probably for one of these three reasons:
1) To have something easily accessible that you can cut and paste into an email and blanket the media with;
2) You truly have some breaking news relevant to you and your company that’s important to share with the public;
3) Or for SEO purposes, to upload to free press release portals and create back links to your site.
If you’re planning on mass emailing your press release to a number of media outlets and contacts you might want to reconsider. Grabbing the media’s attention requires a personalized pitch that’s specifically tailored to the particular media outlet or contact. Press releases aren’t a substitute for a perfectly crafted pitch. Sure a pitch might take more time, but you’ll have much better results if you’re reaching out to the media in way that doesn’t waste their time and shows your professionalism.
If you truly have breaking news you believe is relevant to share, by all means share it. Upload it to the free portals and the paid services like PRWeb where you will increase your online visibility and maybe even attract the attention of the media.
And the same goes for your press releases that you write for SEO purposes and back linking. Don’t waste your time or the media’s by sending them these press releases. Use them for what they’re for: increasing your online presence.
So where should you send your press release first? Send it to yourself, read it and determine whether or not it is breaking news. If it is, distribute to the free portals and a paid service then use it as a guide when you’re writing your pitch to the media.

Author's Bio: 

L. Drew Gerber is CEO of www.PublicityResults.com and creator of www.PitchRate.com, a free media connection service for journalists, experts, and publicists. Sign up now for free publicity advice including a free online marketing course. Gerber's business practices and staffing innovations have been revered by PR Week, Good Morning America and the Christian Science Monitor. His companies handle international PR campaigns and his staff develops online press kits for authors, speakers and companies with Online PressKit 24/7, a technology he developed (www.PressKit247.com). Contact L. Drew Gerber at: AskDrew@PublicityResults.com or call him at 828-749-3548.