1) Unique Value Proposition: Instead of writing a press release for simply the launch of your product or service, create a press release around your unique value proposition. This should include those special attributes making your service better than the competition.
2) Avoid Hyperbole: Keep your language natural and tone conversational. Nothing is more counter-productive than a jargon-filled sales pitch. Report facts.
3) Optimize your Press Release for Search: Include your most important keywords in the press release title and first paragraph, but not at the cost of important information. Hyperlink important pages with suitable keywords as anchor text.
4) Create an Online Press Room: Because only limited information can be included in a press release, its a good idea to create an "Online Press Room" on your website. It should list your media contact with an email address and direct phone number, contain a high-resolution logo of your company in various formats (JPEG, PSD, CDR) and high-resolution photos of key people in your organization. Point links to important products, case studies, client comments, press releases and media coverage. Provide a link to this page on all press releases.
5) Create Google and Yahoo Alerts: Create Google and Yahoo alerts with your company or individual name. This will help you see which websites are covering your press releases.
6) Decide your objective: If the primary objective of your press release is online reputation management, then you might want to go for a service like PRWeb. However, if you think there is an angle in your press release which can appeal to journalists, use a wire service that also has SEO options.
7) Use Stock Tickers: If your company is not publicly listed, but associated with a listed company (i.e. if the listed company is your client) you can ask their permission to include their stock ticker in your press release. This will help you get visibility across all journalists who will be searching for the listed company.
Press releases can be extremely valuable for both short- and long-term purposes. If you are not yet convinced or feel that you need some practice, start with a free service, then move on to professional service. However, a single press release will not give you much exposure. Try to write at least six press releases a year that will cover your unique value proposition, good customer experience, and awards and recognitions.