Determined that the PR industry should not escape unscathed from carnage in the world of newsprint, Tom Foremski has demanded the execution of the press release, everyone's least favourite mode of communication, unless it gets a serious makeover. In the same way that PR predates an independent press - think roaming minstrels telling tales of derring-do - I suspect PR will have an easier time of post-press communication than Foremski believes. But that does not mean that I think the release is destined for much else than as search-engine fodder.
On the subject of news, Journalists often talk of the inverted pyramid. It is the only structure you need to know about when writing news - and is best avoided for any other type of article. You get the important stuff out in the first paragraph. Everything after that is just layer upon layer of progressively finer-grained detail. Press releases rarely follow this structure. Most of them are more like icebergs. The bit you can see does not give you any idea what the story really is.