I am needing to do a press release for our ecommerce site which sells kilts and kilt accessories.... What's the best way to go about this?? Push and Promote the products? Or emphasise the fact that we are the best in the industry, quickest at getting things made up, and the cheapest non-import highlandwear business etc? Cheers
Neither of those "angles" will help you. They're not news. They would actually be advertisements, meaning distribution sites may very well reject the release, and journalists certainly would. Avoid using a lot of adjectives in your releases (like referring to your company as the "best in the industry"). A press release should only be news. If there's industry news at the moment, play into that. If your company just did something newsworthy, released something new, etc. try tapping into that for a news angle. I have quite a few articles up in the press releases section of BizAmmo.com if you're interested in picking up tips (I personally specialize in online PR).
why don't you try posting ads on free classified sites like http://www.webcosmo.com with a good catchy title, nice description, and some sharp pictures.