Press releases have evolved over the years, especially with the importance of online marketing. To make a press release work for your business, there must be a strategy. Here are tips to an effective press release:

• Announce a new product or service. 
  Reach thousands of journalists instantly and be seen on major search engines and social media.
• Brand your business. 
  Publish and distribute a press release on a consistent basis. It's a good way to improve your company image and develop a brand.
• Include Images in your release. 
  Convey your message and news stories using videos, images and other multimedia.
• Distribute to millions of people instantly. 
  A press release can be distributed to millions of people around the world instantly through email and social media.
• Direct readers to other areas of your site.
  Include links to web pages within a press release, giving you the ability to direct readers to more information on your business. 
• Search engine optimization is key. 
  Use targeted keywords so visitors can find your company information through search engines.