In the case of my own news release I didn’t send it anywhere myself (e.g. to media stations, radio stations etc.) but did post it to my website. Actually the response from PRWeb was so impressive, I was a little taken aback. I think that was partly because of the topic, however it was still pretty good. For PRWeb they have different options so you can choose to distribute to local and even national media outlets. My objective in terms of distribution wasn’t the media though, it was the search engine visibility. Given the subject of my report, it was very important.

I agree that the news release is invaluable. In Mark Hughes book on Buzz Marketing, he alludes to five types of news stories the media writes about: The DAvid and Goliath story, the unusual or outrageous story, the controversy story, the celebrity story, and the What’s already hot in the media story. The titles kind of sum what your content should look like.