Hmmm... you need a plan, man... Before you pen that press release, step back a nd put a plan together. Without knowing what your site is/does, we cannot even begin to suggest anything. Not that you would/should take marketing advice from us.
Don't shoot from the hip on this. Put a business plan that makes business sense. I stress "business" because it sounds like you are a techie. It's not so much "build it and they will come." It always pays for it to have a strategy in place.
Anyway, you don't even state that your site is intended to be a business, so yeah, maybe sitting down and writing a press release is the best thing to do.
