In other words, thematic consistency. Has a clearly defined audience. Content is king. If you don't have something interesting to say, don't say it. Information is updated and modified regularly.
Regular maintenance is critical.
It may be a good idea to ask a friend or associate to evaluate your site in these terms. There's no doubt that a well-crafted press release to offline media is capable of generating traffic to your site. And there's a plethora of advice on writing effective press releases available on the Web. The trouble is that most of the advice is provided by people who write press releases for a living. It's probably more useful to find out from a journalist what it is that makes one press release get noticed over another.