I listened to a free teleseminar from online marketing experts Mark Hardy & Jeff Johnson today about online press releases. They discussed the value of submitting press releases online including media attention and website traffic. The discussion is from a business point of view but the same principles apply for non profit organizations.
The call only lasted about 30 minutes so it is definitely worth the time to listen.
Listen Now (links directly to the MP3; it should open up automatically with the default audio player.)