I must admit I sometimes thing of "Time to issue a Press Release" in the same monotone braindead inflection as that old "Time to make the donuts" commercial. Most companies don't "get" why a press release is important and therefore they give it the time and attention they would an email to a co-worker.
The Bad Language Blog has done a wonderful job of compiling 62 Ways to Improve Your Press Release. If you even use 10 of them your next press release will be light years ahead of most of I have read!
Also from our own blog:
Savvy Sister Wendy, the journalist among us, wrote a fantastic post in the early days of this blog that I still have bookmarked and refer to often. Check out Write a Great Press Release - 6 Tips From a Journalist Who has Seen it All.