They were taught to format radio releases like 30-second scripts. And print or broadcast, releases were double-spaced for easy reading on a maximum of 1 pages. That's how long you get to grab a journalist's attention. Once they are interested, they will ask lots of questions. It's not easy to write tight.
Writing is about re-writing.
Writing well takes time. Start by throwing out the tattered old print press release. Write like you have 10 seconds to make a point. Because online, you do. She publishes the bi-weekly marketing tactics newsletter, What's Next Online.