Once upon a time, a press release was sent to the nearest newspaper, in the hopes that at least some of the release might make it to newsprint. Today, a press release to a local newspaper may be included only as an afterthought.

In marketing your website, the use of a press release can be an effective means of drawing people to your website. Certainly, there are skills involved in writing a press release, and there are plenty of qualified freelance writers who can assist you in the development of a solid press release. However, as with any new process, it is possible to learn the skill of press release writing.

In today’s online community, the press release is more than trying to pass muster with the news media. Today press releases are routinely found on individual websites and can be picked up by affiliated websites. In essence, when a press release is written, it needs to appeal to the news media, but it also needs to connect with the public.

Many online businesses will place a ‘press release’ section on their website as a means of keeping visitors informed of new developments within the company or the website.

A press release can be developed for a significant number of events. For instance, if you provide a new website design, you could send out a press release talking about the new design and the reasons this design is more functional to your customers. If you launch a new service, a press release can be an easy way to encourage the curious to come to take a look. If you have added a new line to your existing offerings, a press release can alert your customers and potential clients to the good news. If you’ve won an industry award, a press release can work to instill a greater degree of trust in your firm.

Several online companies handle the distribution of press release information. Perhaps one of the most well-known is PR Newswire, but there are other services available. Many of these services require a fee for distribution.

Many online entrepreneurs have learned that the effective distribution of strategic press releases can provide a sizeable return on investment in the form of new clients and unique visitors.

When you have good news, you shouldn’t hesitate to share it in the form of a press release, an online marketing tool worth exploring.