Press Release Questions

People keep talking about press releases. I only have 1 website though, and I am wanting to rank well for let's say 30 different keywords. So how am I supposed to write and distribute a press release to each of the 30 pages to help rank high for all of the keywords?

I would like to know more about using press releases, as well. It feels to me like writing and distributing one for each individual page would be overkill, but I'm not sure I understand how they work online...