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PRWeb Tip: Distributing your press release to the right people is as important as crafting a solid release in the first place. You can do the distribution yourself, or you can pay a company to do it for you. There are online press release distribution companies that have databases of journalists who subscribe or opt in to receive press releases about products and events in the industries they cover. Beware of press release distribution companies that blast press release e-mails to every journalist in a database for every release. Releases distributed this way rarely get read.