In my opinion, there are three important aspects to a successful SEO press release. First is in the preparation. I would want to research which relevant key-words are being used by customers to get to sites like mine. I would place these keywords in the content of the press release, as well as in any video or images I include. The content is an important part, as well. It must be engaging to your reader and contain all relevant key words as well as secondary key words. Lastly, if the press release has been written in an SEO friendly style and is sent out through one of the major wire services, it has a much better chance of greater visibility, which can turn into a higher search engine ranking.
