I am not sure if this is directly related to SEO, however - getting backlinks through PR spread-over should definitely help.
I think, getting maximum out from a press-release is a part of media campaign, which depends on your geotarget and budget allotted to spread the news.
Websites like www.prweb.com should help reach to max number. But since the PR agency is targeting financial journalists - then if they could make sure the news appears on newspaper websites with a link back to your client website - it would be good enough.
Your PR agency can also vouch for paid news on various websites or blogs to get more back-links.
