I think the best thing to do would be to shoot you to two separate youtube vids on this. (for the record I have zero affiliation of any kind with the people that produced the vids)
Here's the thing about press releases. FAR too many people use them as an SEO tactic. That's an "okay" reason I guess. However the BEST press releases will actually get you traffic and could even get you noticed by your own local media.
Press releases can and should be used to help spread interest in your company BESIDES the the search engine benefits they bring.
Hope this helps.