There is an art to writing and emailing a press release to the media so it doesn't get deleted immediately. Take a look at Sandra's article below. Note the email subject line must be catchy, but not so cute the journalist can't tell what you're talking about. If it relates to something in current news, all the better. Journalists say they ignore the plethora of press releases coming in through press release site (ex. PRWeb) so email directly to the editor and a reporter of the appropriate section of the news media (Lifestyle, Business, Entertainment, etc.) Check the media's website to find names.

How to email a press release to journalists