There is one lesson I've learned in composing press releases: Stop writing press releases.
Instead, start writing a compelling story.
A well crafted release is not a prompt for a journalist to write an article; rather, a great press release is published as an article. Many times the better your press release, the more of it that gets extracted verbatim in the final article.
Here are a few press releases I composed in support of generating publicity for various network show premieres.