Where you send your press release depends on your overall goals and the audience you are trying to reach. Rather than sending a release to a massive, general audience of thousands, you will attract more media attention by targeting your distribution or pitching your news to a list of specific, press members.

And depending on your budget, you can post your press release on free Web sites, send it to your own opt-in list, or work with a press-release service such as PRWeb, http://www.prweb.com, PR Newswire, http://www.prnewswire.com, BusinessWire, http://www.businesswire.com, and others to target a specific audience.

Press releases are a great way to build buzz and remind people about your products and services, especially if they are optimized for the search engines. But if you don’t send them to a targeted audience with a specific purpose in mind, you will waste time, money and effort.