PR is determined by quality back links your site has. Focus on link building.
The most common ways of getting backlinks are thru social bookmarking, directory submissions, submitting to press release sites, forum sigs, etc. etc.. What's important from an SEO point of view is getting relevant and quality (organic / natural) back links. You get this if you provide very good content that would make other sites want to link to your site. Also having back links to high PR sites helps your site on PR building as well. Reciprocal links are weighed less in PR, but is still a factor to be considered.
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