I would also start to think about social networking tools. For example, Pitchengine is an excellent way to post PR releases to social networks. You can also use SocialOomph to organize regular updates on twitter, etc... lastly, I would also suggest using Ping.fm in order to do a tweet and get it to many networks.

these are some of the tools I use. Social networking traction is getting more important to google and drives clicks to your site.