Distributing your media online involves using three approaches: publishing on your own platforms, distributing to external channels and encouraging sharing by individuals. All three are equally important and complement each other. Here is how to get the maximum benefit out of each one.
Your own platforms
There is no restriction on what you can publish on the platforms that you own: your website, blog, social media profiles and so on. This is generally the first way that your online message becomes public since you can control it fully.
Publishing on your own platforms is very important for informing your customers, managing the accuracy of the information and improving your search engine ranking (provided the article appears on your page first).
It is also vital that the data is on your page in case journalists or other media writers want to find it.
If you publish a lot of new and frequently send out press releases, you could consider adding a press section to your website so that anyone who wants to write about you can access the most accurate information. However, unless you have built up considerable social capital, using your own channels is generally considered the lest reputable medium since the marketing focus is so overt and will usually be seen by the lowest number of people.