The press-release system serves to facilitate contact between journalists, editorial boards, and the sources of scoops. Up to once a week, you should create/find scoops and write articles about them according to the Five Ws (who/what/when/where/why) and then send them to your media contacts by e-mail or fax. There are many specialized services that can send out press releases to their own media contacts. Not every press release will lead to a response. Your task is to remind people about yourself and show that work is constantly ongoing. If they decide they could use the press-release subject matter at some point, they will reprint it or write an article based on it.