Originally Posted by Asim
Are they any resources or businesses that can help construct an effective press release?
Sure there are tons of companies willing to take your money to write 3-4 paragraphs of text for you. But it's rare that you need them.
Most press releases are 3-5 paragraphs of newsworthy text. At then end you usually have an additional "boilerplate" section entitled "About <insert your company name" where you give a brief summary of what your compny does and the types of products or services they provide.
Avoid using your URL as the anchor text for your links you embed in the PR. Find keyword phrases in the PR that your site is trying to rank for (or better yet, write the PR so that it DOES contain certain keyword phrases you're trying to rank for) and hyperlink the phrases pointing the links to the appropriate page on your site that targets that phrase.
Each Press Release Distribution site has different rules about how many links you can have, whether you can use link text, and where they can appear (body or boiler plate). But if you go with the paid ones like PRWeb (which I highly recommend) you can usually have a few in the body of the PR and a few more in the boilerplate section.
Just make sure that what you're putting out in a press release is newsworth. Don't write an article and try to pass it off as a press release. Give them news about some new product your company has developed and is in beta... then going live... then maybe report on sales numbers if they are good... (that's 3 different press releases there). Issue releases when you sign big deals. You can release one and your client can release one. When both of you release PRs, it's traditional to have 2 boilerplate sections: "About <insert company issuing the PR>" and "About <insert other company>".
Hope that helps.