I checked into several PR distribution agencies. The issue I had with PR Web is that they would not release the names of the companies they submit my press release to. They said in general that it gets sent to members of PR Web and those in the industry. Well, that wasn't good enough for me because I have a specific target market I need to reach (kids & parents just like you). Basically if we were both members, I would get your release and you would get mine. That's great, but really doesn't help to reach the editors and business people I need.
I ultimately bit the bullet and paid $800 to Business Wire. Much more than I wanted to pay, but I went with them and here is why- 1) It is guaranteed release to Reuters and AP which gives your company a greater sense of validity and professionalism 2) This $800 included every major newspaper in the US plus I got to pick as many targeted media group publications print and online 3) I knew in advance every place my release was going to 4) They provide a tracking service so you can see how many people actually looked at your press release.
Another bit of great advice. Go to your public library and look at the SRDS Standard Rate and Data Trade Edition, Consumer Edition and Newspaper Edition. Take your laptop because there's a lot of info to collect. The SRDS will give you a comprehensive list of all the publications you would want to reach. The Consumer Edition contains every magazine in the US listed by target market- you would pick toddler, child, baby, parent, etc. In the Newspaper Edition you will find every published newspaper in the US. In both reference books you will find the main office number for each publication. Sometimes you will get direct info for editors. Use this reference info to call each publication and get specific editor names, emails and #'s that you would pitch your product to. In newspapers, find out the lifestyle or features editors/reporters. After your press release is released, follow up with all these individuals via individual or blast email. Tell them about your release and link it to the actual ones published online. At least with Business Wire you know exactly which publications will be getting the release and who to follow up with. I felt that with PR Web it was just a shot in the dark.
This particular release with Business Wire just went out on April 30th. So far we got 2 newspaper features that increased online sales and 1 editorial in a magazine from this single press release. It seems as the hype has died now and I'm not sure if we'll see more action. Do I think these 3 features were worth $800? Not sure. But I think it was necessary to establish strong roots (AP, Reuters) from the start. In the future we will submit press releases directly to the editor contacts I got from SRDS.
Sorry this is so lengthy. Hope it is helpful.
Best of Luck,
Michele
www.MyPlate-Mate.com 
To publish a press release at reuters you have to use on of the following: PR Newswire, Business Wire, PrimeZone or Market Wire.
I checked into several PR distribution agencies. The issue I had with PR Web is that they would not release the names of the companies they submit my press release to. They said in general that it gets sent to members of PR Web and those in the industry. Well, that wasn't good enough for me because I have a specific target market I need to reach (kids & parents just like you). Basically if we were both members, I would get your release and you would get mine. That's great, but really doesn't help to reach the editors and business people I need.
I think it depends on your goal for the press release...are you trying to drive traffic to your website or are you hoping to actually get editorial coverage?
Sweet Talk Danielle makes a great point -- getting press releases about your site out there can drive traffic via search without actually giving you editorial coverage. I'd pick the SEO enhanced option for PR WEb.Flag as inappropriate Posted by Nataly on 21st May 2008
Great topic and discussion here. I'm not quite ready for this step yet, but this information will be extremely helpful when I am. Thanks, all!Flag as inappropriate Posted by Anne Florenzano on 21st May 2008
