If you want traffic, clicks, clients, and sales, then you’ve got to expose yourself – well, your online presence, your website, that is. And one of the best ways to get that exposure is through the use of carefully crafted, well constructed press releases. You’ll be at a huge disadvantage if you don’t include quality press releases in your marketing arsenal. What a lot of people don’t realize about press releases is that they are highly deceptive. Done right, they look simple. But that’s far from the truth. Press-release writing demands a host of skills, including: Research – A press release (or news release) must be built around a timely, relevant, and interesting news item. Without that news, a press release has no reason for being. It takes a lot of time and considerable skill to find just the right news item that will form a solid foundation for an effective press release. When all the pieces are in their proper places, a good press release then becomes much more than the sum of its parts. It becomes a powerful tool for gaining online (and offline, too) exposure that translates into more of the business results you want.