Press releases work if the subject matter is newsworthy. Usually these things are either mailed or faxed. But also e-mailed to assignment editors at newspapers, magazines, radio and television networks. But for goodness sake get a good copywriter to write the thing up first. Otherwise you'd be wasting your time and money.
Not really. I've never claimed to be a copywriter and if I tried it, I'd likely suck at it. That said, I know my press releases can rival any that I've ever read and in most cases, do an exponentially better job of the presentation.
I think press release is much more about providing an interesting and pleasing story to the readers than generating sales or driving traffic to a website.
Agreed... I am mostly a blogger/ghostwriter. But my press release work has been praised, and gotten me a fair number of long term clients to boot.
A PR works both way, writing and publicity. There are more than one types of Press Release such as a product launch, general news release, employee announcement and others. Different types of Press release also follow separate writing style and format, and depend how you aim the message to be conveyed. Thus, decide the type of Press Release, and for what purpose you wish to write. Once you are clear in your mind, search different websites offering guidance, tips and PR samples.