What Are the Benefits of Using Professional Press Release Writing Services?

I’m considering hiring a company that offers press release writing services to announce an upcoming product launch for my small business. They claim to craft compelling, SEO-friendly press releases that can get published on high-authority sites and attract media attention.

Has anyone used these services before?
Do they really help with brand visibility and backlinks?
How important is it for the release to be optimized for search engines?
Are professional press release writers worth the investment compared to writing it yourself?