A press release does need to identify the news hook (the piece of newsworthy information that makes your story special), but it shouldn’t tell the whole story. The purpose of the press release is to get the reporter’s attention so that they seek you out for more information. In other words, the press release is supposed to be just the starting point that encourages a reporter to write an actual news article based on your story.
A press release isn’t supposed to be written as a news article or feature. And even though the internet has blurred the lines between news and press releases, reporters still do make the distinction between the two and understand the difference. The press release is a description of the news, not the full news itself.
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