Press release

It should be clearly understood that the purpose for press release is to share some newsworthy content about your product, brand or company with the intrested and intended parties. It should be considered more of an branding or credibility tool more than a tool for a building links.
all you need is a good piece of contant or a story and a decent stories of online distribution network. if both these things turn out in the right combination, then social sharing, direct and organic its not that back links are considered.
Now coming back to the question: How to do it right?

Here we go,
1. Be very sure of what you are writing
2. know and understand of your audience
3. Direct the uses to other interesting asset
4. DO-not dump the anchored links with keywords
5. Go only for quality distribution channel
6. no-follow all backlinks

conclusion:
My suggestion would be not to shoot press releases in all directions for the sole purpose of building links. always remember what is easy is not useful and what is useful cannot be easy.