This is a useful article on press releases for SEO purposes.
The thing I struggle with a bit is working out when something is 'newsworthy' enough to justify a press release. Here's the general consensus picked up from a quote in the article:
"Only issue a release when you have something newsworthy to report — don’t waste journalists’ time. Since journalists are not the only consumers of press releases any more, let’s take this a step further and avoid issuing press releases that wouldn’t interest your target audiences of consumers, journalists and bloggers."
I guess it's a fine line between promotional stuff and value adding stuff. But I like the idea of thinking about your target audience and whether you would thing they would find it useful I stead of thinking about whether it's likely to end up on the front page of the paper.
Here's the full article.
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