I am a sucker for articles like this where people do a scientific analysis of what is successful and what works - in this case, what works best for SEOing press releases. Good info!
Their tip on including multimedia in your press release to increase # of people hitting on it is one that I have heard from a number of people in the field, and I do find that it seems to increase number of views. Use a picture, logo, video, etc., if you have the option.
Seven Traits of Highly Effective Press*Releases BusinessWired – Business Wire Blog