The best press releases are action oriented, pre-empt opponents releases or contain official leaks or secrets. The most effective public education, however, is face to face. Getting out there with literature and talking to people is incredibly effective, and brings home the message in a way a sound bite on TV never will. Turning members of the public into supporters who go and talk about it to their friends and rellies is the goal. Good literature is vital for this.
Most political leaflets look boring and read boring.
Make the information concise and easy to find. Bullet points are great. Also, get a professional to design them. Many, many people in the design world are happy to give an hour or two to design a leaflet as a one-off bit of practical support. They just need to be asked.