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Originally Posted by bogs
its like a direct promotion of your "new" business, products or services.. i don't think its necessary to create a press release every now and then.. especially if you have a well establish site..
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Heck you can make a press release each time your business has a new product or service to offer to the public. And it's not direct promotion, you're not supposed to promote on a press release, it's indicated on press release directories guidelines that you must not promote your site/business
Although, not all niche requires a press release. Online shopping sites uses press release to let the public "know" that they have a new product not to tell the public to "buy" their product. See the difference?
A press release, when read by the public, can make bloggers (or other people who loves to write) write a review article about it and post it on their blog/s. That's why we must make sure that we include contact details on our press releases so that when a blogger reviews it, creates an article about it and post it on the web, our contact details will be included.