Of you need to write a press release...
Incorporate multimedia to give short-staffed news teams the rich media experience their audiences want
Use Twitter to build relationships with journalists and craft 140-character story pitches
Use SEO tactics to extend the reach and effectiveness of your release
Tailor press releases to specific types of media: web, print, broadcast, etc.
Utilize social media as a distribution tool
Use GIFs, emojis and memes to spice up press releases when applicable
Differentiate between one that calls for broad distribution and one that needs a highly targeted methods
Write social-ready headlines that are sure to get shared
Press Release Format Instructions http://fitsmallbusiness.com/press-release-format-and-template/