The thing to consider about a press release is it's a way that other journalists know every other journalist has gotten the news, and thus, is a way to guarantee that not many people will write about you (journalists are driven by the scoop). If what you have is actually 'news' and not just propaganda, give an exclusive to someone at a major daily. That beats a press release. Don't worry that the story they write hasn't got your contact details, the best journalists are like hackers, they can get any information they want. So the people that call you the day the story has run (and for this you must fit with the journalists schedule and resist talking early) will be a selection of the best and most interested journalists.