Unless you are a big deal, press releases are often useless: If you are Apple or Tesla, the world will cover your press release. If you are Joe Blow or Joe Inc., nobody cares about your new product or service launch.
There are media leads out there for everyone, all the time. But too often, we think that as long as we respond to them, the hard part is done. That couldn't be farther from the truth. Here is a quick guide.