Increasing awareness is probably (and obviously) the #1 value proposition of a quality press release.

By getting your story across the eyes of people just like you, publishers, there is the chance that a kinetic lump of intrigue builds up.

As we already mentioned, it is a game of stats. So just like you don't post everything that comes across your lap - neither to the quality news outlets you'd ideally like to be featured in. Keep at it, and when you do it the distribution circuit, you're analytics will know it!