How do you post a press release?

I've done my part rewriting our latest press release, and after it is finished it needs to be sent to editors of appropriate trade journals. How should this be done to please the recipient? After all, if your release format doesn't fit how they work, they aren't going to use it.

This blog post helps answer this question concisely. The agency is getting a copy along with my revision. Posting PR information online...