The real ROI of the press release

“Well-written press releases have lost much of their power to generate actual news coverage,” PR professional Drew Kerr wrote for BNet . “If press releases have any potency now, it comes from showing up in Web searches and, hopefully in the process, raising a company’s profile online. Thanks to online distributors like PRWeb, your release can become virtually ubiquitous on the Web. But don’t be fooled. That’s not the measure of success.”