Now not all press release submission websites are created equal. Most tends to simply allow you to upload the text and make your release available to the readers who come to the site. Other sites are what I call fully loaded- meaning you can submit a press release with live links back to a desired website; they allow photos,videos and audio; their site has rss feeds; is syndicated to mainstream journalists; has relationships with a network of influential bloggers;is regularly picked up by major search engines such as Google and Yahoo and more; and some are targeted to specific industries such as technology or business or travel. So it means seeking to find what matches your online publicity needs.