If this is for your 'Grand Opening' or any other big event:
My Thoughts:
Don't use a service, do any press releases yourself.
I would suggest contacting the local newspaper(s) and News stations-- or simply reading their associated websites for the proper contact information and send press releases to ALL local print and news media-- provided you have something worth releasing other than "Grand Opening"... and you are likely to get coverage.
Link an Event or something beneficial to the community for your opening. We did a weekend benefit for No More Homeless Pets of Utah on our opening and donated ALL proceeds to charity. I personally have a very low opinion of those who do a "All Profits" or "A Portion of the Proceeds" on a big event. We had both print and news coverage. I had a whole 15 seconds of air time on a one minute spot. Donate to the local Humane Society, Children's Hospital, or to the YMCA... make a local connection with something YOU care about and make a long term commitment with that organization. It's great PR, it's good to give to the community, and lots of people will come sample your tasty drinks.