Press Release Optimization Tactics
That's the foundation for crafting an SEO-ready press release. Of course, Michaels says that you need to start off with a compelling lead, but the key is to keep searcher activity in mind from the onset.
Michaels also suggests including an image, if possible, as it will help your release get picked up by the various image search engines (not to mention on the core engines via blended search). And of course, you should include a link to your Web site within the release.