Hubspot has a Press Release Marketing Kit that I thought was helpful. You have to register, but it is free, and they don’t harass you into buying anything.
http://www.hubspot.com/press-release-marketing-kit/

Can I add a shameless plug about the Newsforce (wwww.newsforce.com) easy to use SEO tool for optimizing press releases? For $20 (or as little as $13 with a subscription), anyone with little or even no SEO experience can easily,

-Find optimal target keywords with the Keyword Wizard that helps you choose popular and relevant keywords, and prioritize them quickly.
-The tool shows you where to insert and repeat your keywords so that your release ranks higher in search engine results. You control the writing.
-Receive proprietary Ranking Reports, showing you how your release ranked on the search results pages, from the first 3 hours through the first week.

Thanks again for writing about this subject and for allowing me to comment.

Word of mouth offline is the best of all, no technology will ever replace it and I am a web designer/programmer.

Thanks for your comment. I would suggest that you post your press releases on your site, distribute them on all the free posting sites online, and use a low-cost distribution service like http://www.prweb.com. (For bigger budgets, try PRNewswire, BusinessWire, etc.)

And for the best results, try contacting media members directly via phone and give a succint pitch.

For more information on this, check out http://www.startupnation.com/steps/77/steps-successful-public-relations.htm.

Hope this helps, and I wish you all the best,
Melanie

By placing SEO keywords in all of your online marketing materials (newsletters, e-mails, press releases, etc.), you will build buzz and credibility - Press members may find your information easily, call to interview you and quote you in a major media venue. (If they don’t find your business easily, they may call your competitors instead.)

Your main target market may not look for your services online, but by taking a little extra time to use SEO keywords, you can garner additional media attention and build buzz without spending any extra money.

Hope this helps,
Melanie

Thanks in advance
Miyoko
Indulge Party

Myself and two others own a small business in a very specific niche: long haul auto transportation. I have spoken with marketing firms about SEO, however, I do not know how much key search words would help our business. The companies that we are after do not do this kind of searching.

Is there something more to this technique than just search words? What are your thoughts on how this may help a small company that works with truckers and brokers in an industry that is largely unseen and unheard?

I look forward to hearing from you.

Matt