try using the press release grader at
www.pressreleasegrader.com. After you put in some info then it will tell you using keywords.
For either the press release or the website you want to use keywords so that they fit in naturally with the context of what's being written.
If you look over some of the free press release sites, you can glean quite a bit of information about how to do it.
Keywords for websites has a bit more procedure to it and it depends on a number of variables. I would look over the
SEO section of the forums for more information about that.