A press release is an announcement of certain news – a product launch, book release, special event, or promotion.  It is written to receive media mention.  The headline needs to be written in a way that commands attention but isn’t seen as a sales gimmick.  The first paragraph of the press release is the most critical.  That paragraph should be the guts of the press release with the who, what, when, where, and why in it.  With cutbacks in the media it is usually the first paragraph that gets picked up if any of the press release is picked up.  After that first paragraph there should be a quote and some follow-up information included, as well as a link to the website from the business, non-profit, or author the press release is coming from.  More and more press releases are being used for a viral affect with social media and free online press websites available to post a press release.