Please share your press release success stories for Kindle promotion

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I know some Kindle publishers promote their author brand, as well as latest book releases, through press releases. As you probably already know, press releases are not free. The free ones are completely worthless. Press releases that are worth their salt can cost quite a bit. I'm wondering if whether press releases are game changers as far as Kindle promotional success is concerned.

Do they only provide incremental value? Do they provide value primarily in the form of branding or is there some sort of dollars and cents benefits that set them apart from other promotional methods? Let me know of your thoughts.
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