In my work with Outskirts Press, I pen a lot of PRs over the course of each month. I know about incorporating keywords. I know from a former editor's perspective what might catch attention in a newsroom. I'm familiar with standard formatting and acceptable word counts. What I didn't fully realize was how difficult some of these PR firms can make the process!
You see, they don't tell you upfront when/if they require an official "business email account," meaning NOT one with gmail or yahoo in it. (My own business email is a Gmail account.) This is a little nugget they save for after you've registered, entered your contact info and uploaded, edited and previewed your press release. Then boom! "So sorry, but Gmail isn't, like, a 'real' email address. PR rejected."
Still, I managed to get my press release about Bobbi's Canon out there. I personally emailed it to more than 150 local and regional news contacts, and did manage to get it posted to three or four free PR services. So, nanner-nanner to those of you who reject my Gmail!