Having the media do a story about you is like an receiving an endorsement of you, your website and your products. Most importantly, sending out a press release is far cheaper than purchasing an ad.

However you send your press release, it is important to remember that a press release is not an advertisement about your business. It is a newsworthy story that the media might just be interested in picking up.

Send out a press release every time something new is happening with your website and business, but do make sure it's newsworthy. Don't send out a release when you now carry a popular children's t-shirt in red.

1. The Launch of your Website: What is unique about your site? What problem does it solve for your visitors? What are the benefits to your visitors?

2. Adding New Services & Products: Again, make sure it's newsworthy. Make sure to focus on the benefits and why your target audience would be interested in the new services and products.

3. Events: Announce your special events like public speaking engagements, open houses, seminars, a fair you are arranging, etc.

4. Fundraisers & Donations: If you are running a fundraiser or making a considerable donation (ex. 5% of your sales for the month of September), write a press release about it. It will bring attention to your business and help you run an even more successful fundraiser.

5. Major Awards & Accomplishments: If you've been given a prestigious award, write a press release about it. Just keep in mind, a press release is not your opportunity to brag about yourself. You still need to focus on how that award shows you can help others.