A press release is a letter sent to the media for syndication. It follows a VERY specific format. Hang on, let me see if my copy of The Web Design Business Kit has an example on CD (that I'd have to fudge the contents of). Here we go: Obviously, the Lorem Ipsum text shouldn't be used. Please look at some real media releases to see how they tend to appear.
Press release samples: www.ereleases.com/press-release-sample.html www.marketingsource.com/pressrelease/releaseformat.html www.press-release-writing.com/sample-press-release.htm