The real key is in the press release. It'll get distributed to tons of sources, but it better be newsworthy and well written to get the media to want to pick it up and publish it.
WG
To expound on what WG said, it is all about the quality of the release. You have to know how to write a good press release, and know how to optimize it.
We use PRWeb all the time, and we pay the few hundred extra for the bells and whistles . . . but again, we know how to write and optimize a press release correctly.
If done right, press releases can be the best link building you can do. This is the entire reason we started www.PRadult.com
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