Press releases are still alive; the difference is that now a press release can be published to so many sources – easily and quickly. In order to optimize press releases, consider posting online as well as submitting to traditional media outlets.
“A corporate communications company has been known to have saved as much as $270K by making use of social media. Also, time is equally being saved as response rate to pitches for example seem to be much higher than that experienced via other channels.”
Read the rest of the article here: http://www.popgive.com/2012/07/potential-of-public-relations-and.html#mor