Your organization is doing great things. Make sure everyone knows about it. Sometimes the old ways are best, and writing traditional press releases is a great way to get the word out. Posting press releases on your own website creates fresh content for your site that is beneficial for both search engines and for visitors reading your site. Press releases can also be submitted to wire services that spread your news to literally thousands of news outlets that will share your news with their audiences. Stories posted on those outlets can also provide SEO benefit by linking back to your website.
Good public relations is more than just writing effective press releases though. It involves steady work building relationships with local media and community leaders. It also requires a solid strategy and creativity to build stories that news organizations will be motivated to run with.
Before you tell a story, you have to have somebody's attention.
- Gary Vaynerchuk