Most businesses don't do NEARLY enough PR and what little they do is often little more than a thinly disguised commercial. If you're Microsoft or IBM you can get away with it. If you're just joe seller with some website, you can't. So, let me say this now. PR is like content. It should inform, and it should be timely. Selling should be a remote secondary objective.

Having said that, almost anything is a good reason for sending out a press release. For starters, if you use PRWeb and spend a measly $150 you can load your press release up with links to your site ... giving you inbound links which helps your rankings.

So, did you come out with a new product? Then send out a press release that informs about the problem or niche the product solves AND THEN mentions the release of your product. Did you just release some new content? Then send out a press release about it. Did you hire a new model? Send out another press release. Anything that your site does new or different is something to send a press release about.

Again, just make sure that you do it in a way that informs first and sells only through soft, relevant links to relevant pages on your site.