Hand deliver notices to reporters at State House, City Hall, press galleries, etc. if appropriate. Write releases as a reporter would write a story-in a third person, objective style. Interject strong quotes from no more than three people or sources. Emphasize the most important points of the issue succinctly. Don't put dry facts in quotations - quotes are the place for anecdotes, parallels, or for subjective interpretation.
Limit releases to two double-spaced typed pages.
Walk through event at actual site to test logistics. Practice responding to tough questions. You can hand feed quotes you want reporters to use. Think up several clever statements before the conference and include them into your talk. Hang organizational banners to visually reinforce identity of event sponsors.