Mr Red and Earl make really important points on the free publicity. Get all you can!
A note on press releases: Best done, these are a skill in themselves. If you get slugged into a paper or magazine as "filler," the editor will want to "cut from the bottom," so get your important information up at the top of the release in the first paragraph. This includes the dates, venue, contact addresses and phone number. Then start listing attractions. So you don't just rip off the posters and flyers verbatim, or you might wind up with your contact info cut off in a newspaper article.