Tailoring an online press release to appeal to a newsworthy subject a press release marketing tactic. If a subject of an online press release pertains to current news and events, it will not only most likely be searched but can also appear in news "feeders" that search every minute for updated news on a wide range of topics. Many Internet users subscribe to these feeders and get their news in that way.
A site should figure a way to make their subject newsworthy (an accomplishment for the company, new technology, etc.) and that can present itself as news. From there the online press release distribution will begin with the press release cycling as it is passed from person to person, feeder to feeder and as a result on search engines.