Add incoming links to your press release. This sounds simple enough right? Any time you write a press release you should include a link to your landing page. This may be your sales letter, your blog or your home page.
Most news organizations are willing to put a link to your website in a press release or article as long as the information is relevant.
Do you want to check your already existing incoming links? Check out Googles free tool at www.google.com/alerts you can set up your free account that will email you at the interval of your choosing when news happens in the area of your interest. This is a great way to track online publicity about your site and about your competition.