By definition a press release is simply a statement prepared for distribution to the media. The purpose of a press release is to give journalists information that is useful, accurate and interesting. Useful, accurate and interesting, it is that easy. Press releases are in all actuality 'cookie cutter'. Once you get the hang of writing them, all you have to do is fill in the blanks.
Press releases conform to an established format.
Journalist receive so many press releases a day, they have set standards and expectations that you must conform to just to have your release read, let alone published. If your press release is printed 'as is', without changing even one word, then you know you have conformed to the journalistic standards of that particular medium. Press releases should be printed on company letterhead. If this is not feasible, adding the company logo is essential. The companies name, web address, location address and phone number should be printed clearly at the top of the page.