In order for you to get the best results from your Press Release, please do some Search Engine Optimization to your press release article before you actually submit it to Google News. These things are crucial, so take notes if you want some major traffic flow!
1) One Keyword, One Press Release!
This is an important concept. You must identify the keyword you want that people can search and find you on the Internet. With that keyword in mind, your PR should be focused and targeted to the keyword. If you are targeting a broad range of few keywords, you can always rewrite your PR article and make each of them focused on one keyword, this way, you can minimize the cost of producing PR article.