Sources for writing good press releases

[SEMBasics]

Does anyone have any good sources on how to write quality press releases? I recently bought Brad Callan's book on writing press releases and like what I saw (the url is www.pressreleasefire.com), but I haven't seen any other sources about how to best do this (except for the free advice on sites such as PRWeb).

Also, writing a press release is not the only way to get the press interested in one's site. For instance, one can write a column for a news journal related to one's industry, strike up relationships with reporters and editors (who may quote you when they have a story to cover), etc. Does anyone know of any sources which talk about other ways to use the press to help promote one's site?

All the best,

Moshe

[glengara]

For my first one I was going to start off by reading a number of the PRs already distributed by Prweb and then track down a few more distributors to see how theirs might differ.

I suspect the title may be a major factor in attracting any interest from outside the specialist circle, a lot of the ones I've seen would NOT tempt me to delve any deeper...