When you send a press release out to your target publications, you will want it to read like a compelling article and be in the format that is acceptable to that publication. Although a great goal is to convince a media outlet to assign their own writer to cover your story, it is far more common that an editor will decide to run your press release verbatim. Either way, your press release/article must be well-written in order to be noticed in the first place. Here are some great tips on writing an article that will catch an editor's eye and allow your target publication to accept it.
See the article here: 10 Tips