This article is GREAT except for one little omission... Promoting a press release online!
Seriously, if you're going to go through all the effort of writing one of these things, it's well worth it to pimp it online and try to get some traffic for your site.
There's no shortage of places to go to submit one, but I happen to like Newswire Today
. It's free, easy, and gets you some good link love.