Having worked for NGOs and festivals I understand the vital importance of a solid press release for creating hype around a product or drawing attention to an event. To navigate the target audience's needs and desires is key, but to create a really successful pitch it is essential to explain, simply what it will bring to their lives, then how it will change their lives, then explain the product. I have found this to be the best method for reaching people amongst the mass of advertising and bombardment of information online. I'd love to help out with your project!
ps. the bids and milestones were unclear - i bid 550 but am happy to do the work for $10