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How to write a press release

I have to write a press release (intended for radio) for a fundraiser and I'm not sure on the format it should take. Should a press release be an information sheet or should it be the copy I want read ...
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Who to ask questions on prices?

I want to get advise for my book and e-book pricing (telling that I am to advertise them with AdWords). My question: How such an adviser is called? Maybe "marketolog", "counselor", "adviser", etc.? ...