How to optimize a press release<br>Decide the overall goal of the press release. This document should convince readers to do something, whether it is to go to your website, buy a ticket or read more. Pick your audience and brainstorm ways to make the story convincing to your target demographic.
Pick your audience and make your goal. The document's purpose is to convince your target demographic to buy tickets instead of looking at your website to read more. 
( z1 have-purpose :ARG1 ( z2 document ) :ARG2 ( z3 convince :ARG0 z2 :ARG1 ( z4 demography :ARG1-of ( z5 target :ARG0 ( z6 you ) ) ) :ARG2 ( z7 buy :ARG0 z4 :ARG1 ( z8 ticket ) :ARG1-of ( z9 instead-of :ARG2 ( z10 look :ARG0 z4 :ARG1 ( z11 website :poss z6 ) :purpose ( z12 read :ARG0 z4 :ARG1 ( z13 more ) ) ) ) ) ) )