I think if "everyone" is press, they'll just ruin it for actual press (kinda like emotional support dogs). Don't want to do a mandatory evacuation when there's a wildfire near your house? Just say you're press and exempt from the evacuation order.
If you can prove you belong to such an organisation that’s great, you’re press. In the U.K. press have a card to prove this, issued on behalf of the police. It doesn’t give you any rights by law, but if the police started locking down the press like they do in countries without guarantees on the freedom of the press - China, Myanmar, USA, etc, then it becomes a political matter.
So let them. Play stupid games, win stupid prizes. The government's job is to make people aware of the risk, not to stand between worthy recipients and their Darwin award.
And most people aren't suicidal, so most of the people who go there and take that risk are going to be doing it for a reason. We can suffer a few people lying about which reason it was when there aren't all that many of them and they still fundamentally had one.