I really need to improve my press release writing. As our culture changes, so do the approaches to the media. Joan Stewart, the Publicity Hound, offers a publication, "89 Ways to Write Powerful Press Releases." I bought it this eBook over the weekend, and can't praise it enough. Two hundred sixty-one pages full of examples, ideas, resources, and more...it is written especially to help people write good releases for more than journalists: it's written to help people write for the Web.
A very multi-talented person is Joan Stewart. She's fast becoming one of my heroes.