STEP 1: Research media outlets online (newspapers, trade publications, magazines, TV news, etc.) that might be interested in picking up your press release/story idea and find a specific reporter/writer/editor at that outlet to target your email pitch to.
STEP 2: Draft an email pitch, pitching your press release, with the reporter you found as your target audience. This is not restating the press release. This copy should be concise, pithy, and entice the journalist to WANT to read your press release. You can be more creative with the email pitch. Why does this particular outlet care about your story? How will it benefit them? Subject line is very important!
STEP 3: Copy your email pitch into an email to me (firstname.lastname@example.org) as if I was the reporter and include a link to your press release.