Reporters and TV and radio producers routinely look online for story ideas. They also tend to work unusual hours, and many prefer to find information on their own. A nicely packaged and well-stocked online newsroom is a fruitful place to search.
Even if your website fails to snag journalist eyes, others will find it — bloggers, viewers looking for specific information and customers or stakeholders. They may not be looking for story leads, but are interested in your information and thought leadership. Bloggers frequently feed off this kind of information, which can extend the reach of your press release to a more targeted and interested audience than would read it in a traditional media outlet.
Fresh content such as a self-published press release can boost your ratings on search engines, increasing your story's chances of being discovered.