Do you mean including things like photos or videos in your Web-based releases?
We include images in ours (Case News Center) with occasional audio or video. I know proper use of alt text and text adjacent to images can encourage their inclusion in things like Google image search (thus offering more opportunities to be found via search) but I think the appropriate use of headings, sites that link to yours and of course quality content are still key. If video or audio add real value to the content, your pages will be more useful, but I don't know that such media enhances searchability in and of itself.
We included a link to a video in Case Western Reserve Researchers Breed a Mighty Mouse because it illustrated the capabilities of the genetically engineered mice. This page had a lot of traffic and we received a lot of media coverage. But I think the real reason this was successful was that it was a really interesting story. In this case the video supported the content, but it was the story, rather than the media used, that really made the difference.
One thing to google is "social media press release". This is kind of the full multimedia press relesase and including links to digg, del.icio.us, etc. I am doing a presentation on it in March. Closer to then you can find the slides on my site. I am developing 2 new presentations right now.
Yes. We created a series of simple videos, optimized for our keywords and within one week were ranking for them. Side note, the results last only for about a month, then you have to add more activity to the PR and/or video via comments, blogging and adding to other social monitoring sites like Digg and Stumble.
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Cody Bryant is now a member of University Web Developers