SEO for Google came out with a list on how to successfully prepare and submit your presss release.
The list is not exhaustive as it does not cover the vast online and offline medium, but is good start.
check out the Press Release checklist here.
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Khurram Ali has been working in the Internet Marketing Industry for the last 8 years and is currently consulting on SEO, PPC, Wordpress, Joomla, Drupal and Social Media Marketing.