Although there are numerous ways to kick-off your publicity campaign for your Web site, you should seriously consider developing a press release as the first step in your promotional efforts. Press releases are a cost effective way for you to deliver important information about your business to a broad range of prospective customers.
Most press releases have a similar structure, or look and feel, for a couple of good reasons.
Firstly, if you send a press release out that does not look like it was professionally developed, then most editors will think that the information is not credible and simply ignore it. Secondly, editors and businesspeople that are used to reading multiple press releases during the course of the day, may quickly scan the release for selected information. For instance, after reading the headline, these readers may ignore the body of the release and jump right to the bottom for contact information. If this information isn't where they are expecting to find it, then they may skip it altogether. It goes without saying that press releases must be error free and contain accurate information.