Press Releases

Do any of you know the process involved in submitting press releases?

My company intends to launch a CME product based on XML/Java/XSL technology
and like many of my technical brethren am at somewhat of a loss to figure
out the best approach for marketing the product given our limited marketing
clout.  This is the reason I am looking into getting exposure by way of
Press Releases.

Any pointers would be appreciated.