in your swot analysis, you must have gotten an idea of who your competitors are and also you must have figured out who your target demographic is in your plan. That will make a big difference in how to open for business. A news release is always a good place to start, just make sure you are ready in case one of your marketing attempts proves fruitful.
If you are starting out though, you may want to go more slowly and take on your first customers slowly while you figure out the kinks in your system. You won't have time later if you hit marketing heavy.