Pr people must be a confused lot. A press release is the foundation for releasing news to the media, right? Well, you have BL Ochman saying the press release is dead. In fact, a search for "press release is dead" on Google produces 14,400 results.

And BL's points are great: "Respect today's reality: take the time to write less and make it mean more. " And, "Want to win coverage? Start by throwing out the tattered old print press release. Write like you have 10 seconds to make a point. Because online, you do."

K, can't argue there. Then we hear Facebook is the new press release, a thought put forward by Robert Scoble.

Hold on there sport, many in the industry say, press releases are great; they simply must be social in nature. Who says this? Todd Defren, for one.

Wait - not so fast says Greg Jarboe. Social press releases are, in fact, a meatball sundae.

No guys, you are wrong, says Brian Solis in his elaborate, thoughtful case for the social release.

Is your head spinning yet?

Look, here's how I use press releases, and why I find them valuable to my clients.

First, a press release - devoid of corporate bullshit - indeed provides solid background for media covering news. Beyond that, a press release optimized for search offers:

• Links back to the client's site, directly driving relevant traffic

• Search: An optimized release gives the ability for media and consumers to find company news based on key terms optimized for search

• SEO boost: Optimized releases distributed to search engines boost company search rankings based on key terms

• Fresh content: hanging an optimized release off a company's site is a great way to add fresh, spider-friendly content augmenting search visibility and page rank

• Nailing two birds with one stone: An optimized release sent out through PRWeb secures placements while simultaneously increasing search rankings and online visibility

• Measurable results: Combining client site analytics with data provided by an online distribution service clearly tells a client who is visiting their site, based on a release optimized for specific search terms

• Rich media: Online releases offer the chance to interact with a brand through images and video, increasingly important in the universal search equation.

Case in point: My firm recently sent out an optimized release securing both placements and a search ranking boost based on optimized key phrases.

It's true we secured significant media coverage through careful hand-pitching. My point: One PR tool doesn't necessarily need pronounced DOA, in favor of other tactics. All effective tactics can, and should, have a place as arrows in a marketer's quiver.

My suggestion: Write releases optimized for search. Send them out to gain search traction, as well as media placements. Then, carefully hand-pitch targeted media (including bloggers) as BL suggests - be relevant, brief, and helpful. After that, examine all other creative ways to secure publicity for your clients. From blogger outreach to leveraging appropriate social media, leave no stone unturned. A message on a Facebook wall to a journalist? Sure - if all of your fundamental bases are properly covered.

It's this grand mix of several smart tactics that ensure maximum online exposure for your client's news.

Is the press release dead? Yes, if it's the only tool you use - you are likely just adding more corporate fluff while cluttering editor inboxes with your bulky attachments. But thanks to the Net, press releases are more relevant than ever as a tool for securing both media placements and impressions resulting from search.