Over the years I've written quite a few press releases for clients or my own projects. The most successful, I guess, was one describing a contest which a local newspaper picked up and printed, in its entirety without a word changed, as an article under a staff reporter's byline!
Some useful tips about creating press releases can be found here. I'll add one thing: The release is more likely to be used if it contains quotes from a CEO or senior spokesperson explaining why the event is newsworthy.
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