Appealing to a target audience is simple in the sense that a site or their online press release service should know what said audience is seeking. Reaching beyond that audience is often times the goal to receive larger online press release distribution. To do so, a site or business must grab the attention of not only the intended audience but anyone who has come across the online press release services (news mentions, blog posts, etc.).
A press release must be engaging, well written and present information, products or services that are unique to that business. What that information or those products or services are should be made clear in a way that alert those perusing the internet, possibly not by keyword searching. What are the benefits to those consumers to not only reading this online press release but also potentially doing business with the company behind the press release? How do you have the read past the link description or online press release headline? A press release author needs to present information that would grab the attention of any reader before they can describe their products and / or services.