Major corporations and small companies often post their own press releases on their Websites, because it not only improves their branding but also may increase search engine results.

Companies like Microsoft and CIT routinely distribute information as "press releases," although the intention is not only to earn attention from the media. Just like people love to watch the big guys, your constituents want to know more about you and your company. Many, if not most, shoppers will visit companies' Websites before deciding to do business with them. What do people find on your site?

Posting your press releases on your site, even if the media doesn't give a darn, adds content to your site that your customers and vendors subliminally recognize as independent news - not marketing copy. Press releases are also one of the easiest marketing tactics to execute, especially if you are a small business. Think of something newsworthy or something you want people to know about you or your business. Then write it and post it to your site. For tips on formatting a press release, visit http://office.microsoft.com/en-us/templates/CT101439021033.aspx. Need help deciding what to put in your release? Here are a few starters:

• The business: what have you accomplished lately? how much did you fund last month or quarter? new programs? new marketing campaign targeting a specific market? 
• The people: hire or promote anyone lately? did someone earn a designation, certificate, or degree?
• The softer side: involved in a charity either as a company or individual? do you have an interesting story on your background or the background of one of the clients you have helped?
• The industry: as an insider in the industry, what trends are you seeing? what are your predictions, hopes, fears? what actions are you taking in light of those trends?

Set yourself a reminder to write a new press release for your Website every few weeks. Once you get in the habit of writing your press releases, be sure to send them to the local or industry media.

The second benefit, and it is considerable, is that adding content to your site can improve your search engine results ranking. The presence and frequency of key phrases can help your results by either placing you higher in the list or showing your site in new sets of search results. Be sure to include at the bottom of your press release links back to your homepage or subsidiary pages.

Spend a couple hours each month writing and posting one or more press releases on your site. It will add credibility, additional information and more organic search traffic to your site.