If your business is one that will be offering press releases often, then, you should create a page on your website where members of the news media can sign up to receive your latest press releases in e-mail. This can really help your relationship with the press. The press is one of the best free methods of publicity available. Be sure to find ways to develop good relationships with the press.
You can pay various websites to publish your press release and sometimes that will help your press release get more attention. However, there are many places to submit your press release for free, which is what I recommend if you have a very small advertising budget. The only exception is that you really should pay to upgrade your prweb release, if you can afford it.
Here is a list of press release websites that I recommend and that I have used in the past:
You should also send your press release to industry specific news sites, because many of them will reprint your press release.
After issuing a press release, if someone in the press contacts you, be sure to take notes. If they want to interview you, make sure the topic of the interview is a topic that will help you promote your website in a positive way. An excellent way to prepare for the interview is to have a friend or family member give you a mock interview (I always have done this for job interviews and it really does help).