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Here is a good article on internet press releases:
*[http://mashable.com/2008/11/04/how-to-make-press-releases-seo-friendly/ 10 Ways to Make Press Releases More SEO Friendly]
I suggest for most websites spacing out the press releases (One press release for the first month and then 2 per month subsequently until you achieve your desired results).
===Books on how to Reach People through Viral Marketing, Blogs, Press Releases, etc===
