jaffstar - 6:05 am on Apr 13, 2010 (gmt 0)
WIIFM - What's in it for me.
I would start brainstorming to see te value it provides and benefits. That would be my starting point in the discussion. Too many people attempt a press release with something of no value or with no news worthiness.
If achieve the above, and submit to PRWEB and one or two main sources, the merit of the press release will dictate its distribution.