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I never used it either and regret it, the key is to hire a press release writer and use a high quality distribution company to put it out on the internet to all the news outlets.

I hired a pr writer, so that it is done correctly and to increase my chance of someone from a news sources will like my pr and pick it up and promote it for me.

The power in a press release is you can have 4 or 5 keyword links, video, downloads etc. The distribution company will keep your pr on their site indefinitely, others will pick up your pr and write about you and this how the pr creates a lot of quality back links, and it will give your website credibility on the internet and to the search engines.