Get your press release into the right hands. A little research will go a long ways in this regards. Find out what sites and outlets will be interested in your product. Community sites and blogs are great for this. Press releases aren’t just for journalists anymore. You’ll have a greater chance of an active blogger mentioning your product than any news service. That doesn’t mean leave them out, however.
If your company is using a PR firm, make sure you are all on the same page, with a list of people and organizations to target. They may not be familiar with search engine optimization techniques, but more often than not, their skills will coincide with improving the visibility of your page ranking anyways. Remember, the extra time doing research to identify good targets of your press release will almost certainly pay off in the end.
