Re: Why send a press release?
I'll piggyback on what mediava said and give you a bit more information. Press Releases have become one of the most powerful ways to build the authority of your website in the eyes of the search engines. A well written and submitted press release can end up on hundreds of authority sites, all linking back to your site.
Some things to know about Press Releases:
1. It can get expensive to submit press releases. Many companies charge $100-$200 to submit press releases to various sites. But it is worth it if it is in the budget and you are trying to get more traffic to your site. You can also find some free press release sites, but most of those do not allow you to link back to your site which kind of defeats the purpose.
2. Google is cracking down on any kind of building links to your site, which is making press releases more valuable. Since these are seen as legitimate links by Google, this is one of the few ways that you can build the authority of your site while playing by Google's rules.
3. Always post the press release on your site first, before you submit it to other sites. Google looks at the site where something was submitted first as the authority site, and you want to build your site's authority in any way that you can.