Internet link queen Debra Mastaler provides a few important link building techniques.
I particularly liked this bit:
“Treat a press release as a call to action and not just a way to report the news. Be sure to offer clean, short hyperlinks in the body of the copy and contact information for follow-up. It pays to use one of the subscription services if you’re in a highly competitive area or a service like Eric’s URL Wire if you’re highly niched”
It’s a good idea to keep in mind what you want the press release to achieve, and what you want the reader to do next This is a key area where press releases differ from passive, objective news pieces.
FYI- I wrote some other stuff about Press Release strategy here.