I’ve tried to carry Jim’s wisdom throughout my career. Jon Greer gives it another shot in the arm in a post on BNET’s Catching Flack blog:
…there are only really two elements that define a good press release: it needs to be brief, and it needs to contain real news.
It doesn’t matter whether it’s an old-style press release or one of the emerging social media versions. Good press releases have news and are to the point. Period.