Over the past decade, the traditional press release has undergone an aggressive face-lift and total-body overhaul, resulting in a key PR tool that seasoned media relations colleagues will hardly recognize.

Anyone requesting press releases or writing press releases must read this article. Carefully. And then re-evaluate what you can offer your employer or client. The PR model is moving–quickly and efficiently in a new direction–and if you aren’t moving with it, you’ll be left standing with the typewriters and press kit folders of yesteryear.

http://www.briansolis.com/2009/05/reviving-traditional-press-release.html