As a community newspaper editor for several decades editing many a press release, I understand their strengths and pitfalls. Many newspapers, widely circulated newsletters and magazine-format publications are looking for copy of local interest to complement their bylined features and news articles.
Press releases must be professionally done and, in most cases, get the whole message out in approximately 400 words. Other publications may want no more than a paragraph or two. In either case, that means every word counts.