Press release services for SEO can be contracted out, or you can do it yourself on any number of free and paid press release distribution sites. Online public relations can be an important part of off-page optimization, and it can bring more traffic to your site. There are a number of free press release sites with Google PageRank of 5 or better, which can get you a lot of return for your time if you write the press release well. Many of these sites have paid upgrades that can get your press releases wider exposure and less on-page competition from ads.
Press releases can’t just be this week’s version of “Gosh, Wow, Look how Awesome We Are.” They should be newsworthy and pertain to one topic only. They should be written in a tone appropriate for your industry’s readers, and they should be optimized for keywords in the title, tags, image filenames, and URL if you’re allowed to customize it. Your press release should ideally contain links to your home page, a product page, and a blog post to give readers a comprehensive view of your business.
Some press releases contain embedded video these days. If it’s high quality and relevant, then it’s worth including. If you don’t add video, then add images if you can. If they’re given relevant titles, then people can find them using image searches, providing one more route back to your site.