Too many don't understand that news releases (media releases) are not really meant to be reprinted exactly as they are received. Media releases are intended to pique the interest of a feature or business editor, producer, or others in the media. Then those media people can proceed to use them as they see fit. If they use a direct quote they attribute it, of course, but they may just choose to use the release as an idea for a story, and mention the person who issued the release. There is tons more information on releases--right down to templates and step-by-step instructions on how to write a release—in The Frugal Book Promoter (http://budurl.com/FrugalBkPromo).
Having said that, there is really no one right way to write a release as long as it maintains a professional format and gives the media what they need.
-----
Carolyn Howard-Johnson, author of This Is the Place; Harkening: A Collection of Stories Remembered; Tracings, a chapbook of poetry; and how to books for writers including the award-winning second edition of, The Frugal Book Promoter: How to get nearly free publicity on your own or by partnering with your publisher; The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success; and Great Little Last Minute Editing Tips for Writers . The Great First Impression Book Proposal is her newest booklet for writers. She has three FRUGAL books for retailers including A Retailer’s Guide to Frugal In-Store Promotions: How To Increase Profits and Spit in the Eyes of Economic Downturns with Thrifty Events and Sales Techniques. Some of her other blogs are TheNewBookReview.blogspot.com, a blog where authors can recycle their favorite reviews. She also blogs at all things editing, grammar, formatting and more at The Frugal, Smart and Tuned-In Editor