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Personally, I prefer to put together a customized media list and send press releases to individual reporters, especially the ones in the local city or niche we are targeting. If your press release is newsworthy, then putting it on a wire service is a great add-on that can bring you more attention from media, customers, potential employees and partners you would otherwise not be able to reach.
Our release resulted in a story in The Washington Post. In the second, our release was picked up by Google News, and disseminated, landing on multiple sites of station affiliates for ABC, NBC, and CBS News.
Try to give a good reason for why a reporter in Pittsburgh would want to cover you: Is one of your band mates from the area? Did you have a particularly memorable experience the last time you visited? Maybe you’ve already been reviewed by a given writer and want to invite them to hear your new songs. Whatever the case, have a template that can be revised with each new recipient. Otherwise, your carefully crafted press release is likely to end up in a spam folder, or worse, the trash. 
This should be factual and to the point, but it doesn’t need to be boring. Consider finding unconventional ways to say conventional things. If you can make a journalist smile, you will stand a much greater chance of making an impression on them, and thus, having your book featured.
Whenever you’re distributing a press release online, you also want to make sure that it is optimized for search engines. Choose a specific, long-tail keyword that direct extra traffic to your press release. You never know what journalists and bloggers might stumble upon your release just because you took this extra step.
Most importantly, make it interesting: Keep in mind that reporters get dozens, if not hundreds, of releases each day, so invest the time to write a compelling headline. It’s worth the time and effort on your part. 
To be fair to the person’s red inked press released, some editors can be highly pedantic and merely like to assert their authority for no reason. Sometimes you have to simply accept there’s no pleasing some subs or editors. You can avoid their wrath with basic English practices, and George Orwell’s advice is always useful there. Effectively, don’t time waste. Get to the point.
As you are not to your target audience directly, you need to write your press release in the third person. So “ABC Ltd has signed a £5 million deal with XYZ Ltd” not “We’ve signed a deal with…”
This paragraph is where you will explain your new product, your discovery or any advances that your company has made. You should also include quotes, if they are available. This will give your readers an objective view of your press release and, if you quote experts, should make your press release stand out as credible.
I don’t know about you, but I’m a little tired of hearing all this talk about the death of the press release. Any time a new forum for marketing comes around, people want to write off press release distribution as old and outdated.
After the title, use a paragraph or two to describe your company with 5 or 6 lines each. The text must describe your company, its core business and the business policy. Many businesses already have professionally written brochures, presentations, business plans, etc. That introductory text can be put here.
When writing a press release, it’s important to remain consistent in your language, but naturally make your writing engaging. There are thousands of releases everyday and as PR professionals, we are to make OUR OWN news engaging and exciting. You want people to read your work and #1. think it’s cool and #2. be impacted in some way.
Press releases can also be a tool in online reputation management if you choose to include your brand name in the title. This is because when users search for your brand name in Google, many of the newspapers that publish your press release will show up high in the SERPs. This is advantageous because it allows your company to craft its own brand narrative.