The big writing buzz at the moment seems to be about press releases- which I think it outstanding. A well written and meaningful PR is powerful.
However before you attempt to write one, or get a professional to whip it up,(which, unsurprisingly I reccommend) have a good think and ask yourself
"What story sets me apart from the rest?"
Find your USP, a key point of difference, or weave a story that others pick up
One of my favourite bits of trivia (and the best thing is it could be COMPLETELY wrong, but it's a great story...) is that when we read the weekend paper we are reading more text than Socrates would have read in a lifetime.
I don't know if that's true, but with the advent of internet writing, never have we as a world been so saturated with words. To stand out, to become something that is read, you need to be DIFFERENT.
Find your story. Then tell it
Just please, don't just slap it on up there, and hope for the best. The best response to that approach is...