There are no "tricks" with press releases.
The beauty of press releases are ..
IF your PR is picked up by ..I was going to say major Media outlets.. but really by any website it is because they WANT to pick up your PR and if that site adds a link to your site it is because THEY think your site has value and is relevent to their business/site.
Lets say 5 Companies/website pick up your PR. on "Blue Suede Shoes" your company is introducing.
4 Sites add it to their site verbatim..you will get little value other than what their readers my add ia visits. No link love or anything like that ..even if a link is in your PR because it's all duplicate PR content.
Lets say the 5th Company / or Media Site is Shoe Reviewer writing their own 300 word article on the new fade of Blue Shoes everyone is wearing this summer and uses a snippet of information about your Companies line of new Blue Suede Shoes as as well as link..
That is value ..that is link love and it is all because they WANTED to link to you and Googles Algo can certainy tell the difference between that type of link and the duplicate PR that was picked up by the other 4 sites
That should be your basis for doing a PR ..an introduction to a service/product and your company with the hopes that OTHERS see value in what you are doing and will talk about it in their articles ,stories etc.. and of course link to you.
No need to spend the $200 "buying" the link in Prweb..buy the small package $80 and let everyone/editors that reads your PR to determine whether or not to link to you