I read a lot of press releases. (Those who want to submit them to Directions can do so online here. There is no need to send them to me or the other editors.) Some releases actually do what they are intended to do. They generate editorial content. ThatТs at least one goal of press releases, to generate enough interest from editors that they pursue the story further. As an example, Directions recently posted a release from MapText, a company that provides software to label maps. The press release ran in many online publications, but hit its mark with this article in Government Technology. Bear that in mind when putting together press releases.