The past year reading various marketing sources I keep hearing about the importance of press releases. There's never an explanation however and a search on the subject doesn't really find me anything that explains the benefits in understandable terms. People pay upwards of a hundred dollars for a press release (nvm the free ones), so I'm assuming there's some ROI to be had here. After digging I've a few marketers talk about submitting press releases simply to show up on google organic results for your topic of choice. Again this is not guaranteed, and there are a million free ways through Web 2.0 and good SEO to do the same. Speaking for myself, I have never gone on google and searched for press releases. I don't think the average consumer does either. Are press releases targeted toward other (Internet) Marketers then as a way of establishing your credibility in the market? I feel like I'm blind to this elephant in the room and have a hard time figuring out what the direct benefit of a press release is -that would warrant spending money on just a submission of it? Can anyone shed some light on this?