So I'm told that a Press Release is an all important tool in promotion and marketing. I can see that. It puts a news article out about your work... but who is reading them? I think you fail if you just put one out there. One must follow up. Email them directly to people who would review your writing, magazines that might interview you... radio and TV stations that might be interested--even if it's just a local interest story. You never know where that word-of-mouth wellspring will pop-up and bring you some sales. It just takes one to get started.
Thinking about doing a blog tour... guest writing maybe, or trading interviews to post with other authors. If you read this, please comment, or shoot me an email (demonauthor(at)gmail(dot)com).