Some people conduct PR like they serve pasta - they cook it, put in a bowl so it looks pretty and then they throw it up on the wall to see what sticks - meaning, you want the easy way out through mass distribution and the media coming to you. This is not how it works 98% of the time.
If a product, service, or individual story is that amazing then media will find it on their own. One of the tactics of the practice of public relations is to assist media in fnding stories they wouldn`t find on their own. You will really stand out by generating relationships with media. Think of it from the perspective of ongoing PR and longevity in your strategies.
You also have to realize that there are a lot of businesses and stories out there vying for the attention of the media and you have to really differentiate yourself to cut through the clutter. Just because one company had success with this plan does not mean it will work for all. You have to look at the uniqueness of the story and product and current news and trends, which tyically assists in creating a postivie outcome for all successful PR campaigns.
At the end of the day there is no easy way to generate positive public relations results for your business. You can either make the time to do it right the first time - you never have a second chance to make a positive first impression - or you can put money into distribution services that guarantee delivery to specific editors instead of "seeing what sticks". Yes, they`re more expensive and still require follow up but you will actually be targeting your audience.
PRWeb is a good tool, like all distribution services, but you need to be realistic in how you use it; strategic.
I`m looking forward to hearing about your success!