My message for today's PR fellows, is that your press release should not only contain the "pretty words". But also the keywords that is trending or the keyword where you can excel in. You can use Google's keyword research tool to do this or you can also look at your website analytics to determine how people found your website, you can then take the rest from there by just doing tiny modification and including your keyword into your press release. This is an even greater value, especially when your press release is picked up by an online media. But keep on top of this, as keyword is a competitive market and you'll never know when your competition start coming in. You can use this tool to check your page rank on Google, there is also this to check on multiple search engines.