In your fax, suggest how the event will come across visually. For our Christmas Eve service, I mentioned the children would be dressed in costume to re-enact the Christmas story among the beautiful decorations in the sanctuary. This gives an assignment editor a stimulating visual scene, action, and children. Stories with children always have a better chance. Ask yourself whether your event relates to something current in the news.
Holidays are a natural opportunity for churches to get press coverage.
One station showed scenes from our Good Friday service. The press is also interested in religious events involving cooperation among several churches or denominations. Our church participates in a joint service for Thanksgiving and I always mention this prominently in the press release. Cross-cultural angles also have a strong appeal. Programs that address current hot topics often get reported.