A Press Release Is News, Not a Sales Letter
The press release is not formulated for the media. The media is only a means to convey your message to audiences.
If your goal of preparing the press release is marketing and sales, you will lose both the media and the audience. No media platform will release your marketing and sale-oriented content without charging you. The audiences expect to read a news text. Therefore, they should not face marketing-oriented content. If that happens, you will lose the audience. Hence, formulate the text as a reporter-journalist without enforcing the sales perspective. However, you need to have a sale strategy behind the text because you are making announcements and formulating news on something that is related to your event.
The subject you have in mind must have news value so it can grab the media's attention. For example, one of the reputable universities in the country joins your car exhibition. Such a case can be covered as a news story. Sometimes, you drag the media after you by releasing a press release, and they ask you for interviews. That's how the list of your media relations becomes updated and extended.
Press releases are important tools in optimizing the brands in search engines. Consult with SEO experts so they provide SEO-friendly content for the press release. These changes must be applied in the version you release to online media. However, the version for print media can be formulated differently.
One of the SEO methods is to design a landing page for the content you release to online media. That is, there would be a link in the press release to the corresponding page on your website. With that, those who are interested in knowing more about it can be immediately directed to the corresponding page. In this case, the press release in question becomes a nice selling tool for you.
Before designing the press release, it is better to ask the target media what structure they recommend and what format and file extension the file needs to be sent. Try and follow the media's standards, especially in the case of popular media platforms that you need.
The better your press release is provided, the higher priority the media consider for its release.