Send it to your press list by fax or e-mail, and then follow up by phone. Stress the need for the event and pitch a larger story to key journalists.
You can also get a member of the media involved as the master of ceremonies to ensure more coverage. Just be sure the media person is from a major press outlet that will reach the right people for you.
Send out a second release closer to the date that publicizes the event from a slightly different angle, and follow that up with phone calls as well.
In addition, you can put together a support team and give each person a certain number of tickets to sell. Talk with local businesses about buying tables or taking sponsorships and acknowledge them in your program. Good luck!
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.