A skilled reporter will utilize the press release as a jumping-off point for his own reporting and gathering of quotations. However, if you utilize material from a news release, the standards of attribution apply. PRSA considers the issue of a news release to be an implicit agreement to re-use and disseminate the content of the news release. Therefore, when editors accept a story based on information found in a news release, they expect that writer to identify himself or herself by name and to provide a link back to the source. In other words, reporters cannot use information from a press release as their own research material. They must also give credit where it is due. However, one must remember that while reporters can't use a press release as their own source material, they can't necessarily cite it either. That depends on how much space there is room for in the article or story. If there isn't enough room, then the reader won't know about the original source. But if there is room, then the reader may want to see what else the reporter finds out about the topic. So in conclusion, yes, a reporter can use information from a press release; however, he or she should also include their own analysis and commentary on the subject.