PR Newswire is a press release Distribution service. It's not free - about $500. It's good if you want to make a press release public, but it's not a coverage driver. It's really so that people who search for your company or the award will find your name.
If you're not going to put it over the wire, there's no reason to use a press release format. You're better writing a blog post, perhaps leveraging some of the copy in the template.