Previously I have stressed that publishing press releases online can be a great way to connect directly with media, buyers, and readers about books that are just being released or books that may be due for an injection of new energy. Two examples come from recent experiences at Dorrance Publishing. In August, the company posted a press release for a book that had been on the list for a number of years on one of the web distribution services. The book was about vaccinations, and since August was national vaccine month, it seemed an appropriate course of action to follow. Within seven days, the release had had 30,206 impressions and 826 leads. Similarly in October, Dorrance posted a press release with one of the major online distributors, this time for a new book. The results were impressive: within 17 days, 53,124 impressions and 2,546 reads. When a release promoting a book is sent to one of these companies, the release is sent to the online news services. And the release is indexed by the news search engines. So when someone is looking for information on the subject the book addresses, that person finds that particular release. The more people who know about a book, the better chance they will write about it; order it; or purchase it. This service provides great public relations benefits for authors and publishers alike.