Press release is good especially when you want the pubic to know about your new products and services offered. How will they know about it if you will not introduce it to your niche effectively? Press release can be tool to launch what's new with your business.
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For those who are currently doing SEO then you might as well check your site...you might be part of the 0.6% percent.
1. Google Keyword Tool. Free and yes, it is developed by Google.
2. Google Trends.
3. Google Insights.
Above are the keyword tools I use in researching keywords and determining its competitiveness. Then, I can determine what is the best keyword to use to rank a particular website.
However, no keyword tool can really give an accurate result. No keyword tool can even come close to the real search volume for a certain keyword. Keyword tools just give and estimate of monthly searches based on past searches so the results are really not accurate.