I did a course on this many years ago.
You need a hinge--- they will take much more notice of an event on a specific date even if its just a cod up - recieving a new machine, giving away flowers to long term customers of celebratin 1000 customers.,giving shirts to kids rugby clubs, applying to guinnes book of records. social aspect and responsibility is good.
You have to write the story for the lazy sods.
Its the Ws they need----- Who , Where , What , Why and When. Miss any of these out and they dont want to know.
Legally a press release must include a release date in print and a telephone number.
Dont post them drop in the office and talk to a reporter .