On Monday I did a major upgrade of Dejal Narrator, my app to read out stories in multiple voices, to version 2.0. I usually send out press releases when I do major and minor product releases, but have previously just written and sent the releases myself, using a collection of email addresses I've gathered over the years.
But for this release, I decided to try something different. I had tried free distributions via prMac.com in the past, often while doing my own releases too. It seemed like a good service, but the three-day delay for free releases lacked the immediacy I wanted. So this time I put it to a real test: I used their Writing Service to craft a press release using their experience and skills to get the message across, and paid for the Extended Distribution to get the release out immediately and to a wider audience.
So how'd it work for me? Ray from prMac was prompt and friendly, quickly crafting a release that captured the essence of the product. There was opportunity to review and tweak the wording, but very few changes were needed. Then on release day, I submitted it for posting, which was done soon afterwards. I quickly noticed lots of sites mentioning Narrator, that normally don't pick up my press releases (such as Macworld). The prMac service definitely has a much wider range of publishers than my self-created list.
I'm not sure if it's related or not, but I was very pleasantly surprised to discover that the Apple Downloads software listing site selected Narrator as a "Staff Pick"... not only showing it as the "Featured Download" on the Home & Learning category page, but as the "Featured Download" at the top of the All Categories page, for a couple of days (it's been bumped now, though). Quite the honor! I'm willing to give prMac the credit for gaining Apple's attention like that. You can't buy publicity like such a prominent spot on Apple's site, but for a few dollars you can buy an excellent press release distribution. I plan on using prMac again for future releases.