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Someone mentioned backlinks, which are always nice and helpful. I get 'em regularly. However, if you're looking for SE assistance, they'll need to be keyword optimized. Think of your landing page....<h1> tags(headline), Title tag and keywords 2-7% interspersed throughout.
Of course, the asolute best usage for Press Releases is to forge relationships with the media, of which these types of PR's need to be more targeted to specific media people.
Marc Harty has some good work on this topic, FWIW.
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