I cannot find a solution for activating some Maven profile on release:prepare and release:perform (both) goals. Something like this:
Because maven release plugin start additional instance you have to specify additional arguments. For you case
org.apache.maven.plugins
maven-release-plugin
2.4
${myReleaseArgs}
and execution
mvn release:prepare release:perform -DmyReleaseArgs="-Pmy-release -DskipTests=true" -Pmy-release -DskipTests=true
and yes it must be duplicated.