First of all, I would recommend sending out press releases regularly. Send them out at least once a month and you’ll see results. Every couple of weeks is not a bad idea.

Here are some reasons to send out a press release:

Every time you create a new product
When you launch a new website
When you launch a new blog
When you are teaching a new webinar
When you are holding a tele-seminar
When you form a partnership
When you win an award
When you hold a contest
When you get a degree or certification
When you start a new business
When you receive industry recognition
When your product ties into current events
When you donate to charity
When you hold a fundraiser for charity
When you have a sale
When you hold some kind of publicity event at a brick and mortar store or physical location – decorating contest, costume contest, etc.
When you hold a raffle
When you hire someone
When you promote someone
To promote holiday sales or events

Now, whether you write a press release yourself or someone else writes it for you, it is YOUR property – so consider re-using it.

You can rewrite it as an article.
You can rewrite it as a blog post.

Additional Tip

You can create a media area on your site and put every press release that you write on there in that media area. Call it “Press Clippings” or “Media Area” or “Latest News”. This gives you a HUGE credibility boost, makes your site and your business look professional, and puts additional content on your site, making it more search engine friendly.