Are Press Releases Still Worth It for SEO? If so, what are some of the best press release sources?

[LureCreative]

Hey Moz Friends, so I know press releases aren't as powerful as they used to be and are often "nofollow" links, and also that there are alot of spammy useless press release services out there as well. We are wanting insight or feedback (good or bad) from anyone who has utilized a press release in the last year or so, and whether of not there was any SEO effect or website traffic effect. Also what Press Release services are recommended for SEO?

[RyanPurkey]

The best PR strategy is to gain articles written by online publications that people read, sending both referral traffic and helping improve rankings. Press Releases can work within industry--if the brand is major and niche industry publications are going to pick it up. A recent example: StarWars.com did a press release on Colin Trevorrow leaving Episode IX. Link: http://www.starwars.com/news/a-statement-regarding-star-wars-episode-ix  This article is referenced and picked up without even having to go through a PR service because it's a major brand in the entertainment industry that's going to have a lot of coverage by movie blogs, vlogs, and so on.

All the above is to say, work on creating articles that can be featured on major news services. They'll have their own take that they spin for their audience, but you'll have a lot more traction from being featured on sites that refer you interested visitors versus a press release service.