Try to look at press releases the same way you approach search engine optimization. A single press release, even with a press release distribution service on hand, is not going to do much at all. Promoting a product or a service on the same day for all news agencies with a single press release might boost your page rank for the day, but afterwards, you have nothing. It is the same thing with search engine optimization – even if your website is fully optimized for search and filled with great content, search engines are still not going to notice it because your website stands alone. Unless you link your website with other pages, the optimization you have done is close to worthless.
A press release submission one after the other in some logical order is similar to linking your website with other pages. Imagine the links you are making with press releases scattered across time – you can create a story and keep the action rising until the climax, at which point you release the product or service. You can keep going at it with falling action – continuous reviews of the product or service can still be sent as press releases, until you are satisfied with your press campaign and the sales of your product or service.
To be sure, make each press release pass the DMOZ submission test – if the article can get through human editors, you are on the right track. Too many press releases fail the Open Directory Project qualifications because of bias. And this you can avoid simply by being honest about your product or service. No matter how you spin your content, if the product or service is good in the first place, then you shouldn’t have any problem at all, from your first press release to the last.