For all intents and purposes, a press release must announce something new - something that is happening now. It could be a new product, a new division of a company, a new strategy that is producing amazing results. But whatever it is, it must announce an action that is taking place now and it must be 'newsworthy.'
As a newswriter and news journalist for most of my 28 year career, I understand how to write media (press) releass that demand attention. Furthermore, these press releases have generated phenomenal results for my clients. I'll let you decide why: