Perhaps you're asking the wrong question. You first sentence notes "...to get some exposure". Perhaps the advice that you're looking for is... how to get exposure? And exposure to what? Are you looking for feet in the door at a physical store or eyeballs to a web-based business? The quality of the answer is limited by the question.
As Joel points out and Keith illuminates with an example, a Press Release is a small piece of a BIG puzzle. In general, press releases are among the tools within an integrated Marketing/PR Toolbox supporting a long-term marketing/PR strategy.
If the goal is getting eyeballs to a website, then an effective press release has many roles. Yes, it gets distributed via various channels (which, BTW, you’ll want to identify those channels), but it may also play a key role on your website’s News/Media pages that would ideally add new press releases and other events every few weeks. This New/Media page is a place for site visitors to “check you out” to see if you’re more than just a one-PR-pony or a business that always has a lot going on. It’s also a way to feed SEO with content – assuming that you actually started with a well-writing press release that leverages SEO.
BTW, three weeks ago, I knew little about effective marketing in today’s electronic world (although I want you to think otherwise). Then I read David Scott’s book, “The New Rules of Marketing and PR” and it totaled rocked my entrepreneur world. Check out some of the Amazon reader reviews.