I like all of these suggestions but the thing to remember most is to include a news hook in whatever you do. Thing of the PR releases your sending not as helping yourself (though, of course, they are) but as helping the bloggers and news outlets your sending to. Give them news, which they crave daily, rather than a pitch, which they're likely to ignore.
Source: http://www.bizsugar.com/PublicRelations/16-small-business-pr-tactics-to-do-today/
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