There is one lesson I've learned in composing press releases: Stop writing press releases.

 

Instead, start writing a compelling story.

 

A well crafted release is not a prompt for a journalist to write an article; rather, a great press release is published as an article.  Many times the better your press release, the more of it that gets extracted verbatim in the final article.

 

Here are a few press releases and alerts that I composed in support of generating publicity for various initiatives.