Tips for writing good press release

That's interesting, because I used to work in music PR, and well-written news-centric releases always performed the best - usually the difference was the "crazy" hyped up types fading away in time and the more "professional" minded went on to sign with major labels. To each his own I guess. How "normal" press releases get picked up depends a lot on the distribution side too though. And you're right in that some interviewers in that area are less than professional themselves for the hype value. So it probably depends a lot on the specific outlets you target.