How do you create a catchy press release?

I created an insurance information site - http://www.findlocalinsurance.com

I want to create a press release to send out to newspapers and other media sources. I need tips on the best way to write it and the best format to use. Is it best to email, fax or send postal? Thanks in advance!How do you create a catchy press release?
Look at others. If it is business related look at Forbes, Venture, Entrepreneur magazines and the like. For newspapers, check out examples in the Wall Stree Journal, USA Today, etc. I have found that media sources let you know what format they want (how many words, if a photo is allowed, and how to submit) if you request. Most often these days you can expect you can submit anything electronically (Fax or email).