Working with client PR firms to optimize press releases often generates some interesting discussion and education about writing style and keyword usage. A lot of press releases seem to be written by budding poets or ex-ad copywriters trying to be clever with the reader. This does not always bode well for keyword based ranking in algorithmic news and search engines.
On the other hand, press release spam is on the rise and many releases are being distributed with a bare minimum, if at all, editorial review. Both gimmicky and keyword stuffed press releases reduce the credibility of the wire serviceand the chances of your news being taken seriously.
So, what to do? Write a plain jane release that does not stand out, or stuff that sucker like a turkey with keywords galore? A talented writer should be able to incorporate keywords into a press release as well as satisfy any creative requirements for a compelling read. This is the “art” of press release optimization and also of web page optimization. Full press release optimization article at Online Marketing Blog