A Comprehensive Guide to Preparing Releases that Get Results
http://www.iabc.com/cwb/archive/2003/0903/release.htm

Freedman, David M.
Communication World Bulletin
2003

Abstract:

Most experienced editors have a love-hate relationship with press releases. They rely on releases (and the people who write them) for story ideas, facts and valuable sources. A good news release can be a lifesaver when it arrives just in the nick of time with an interesting story idea, an arresting headline, compelling lead, powerful quotes, maybe even a print-ready photo.