Properly Formatting Your Press Release for Maximum Impact is a two-part article on Search Engine Guide which will reward a closer look. It originates from the US, so there are a few recommendations which seem odd to those of us here in the US Minor Outlying Islands, such as “in your opening paragraph, include your city and date first.” But if your press release might end up on a US-edited news website, maybe conforming to their practices isn’t a bad idea. There’s also a companion piece called Distributing your Press Releases for Maximum Impact (it says Part III but I think that just means it follows the “Formatting” series).