Recently Honeywell published press release about new thermal interface material called Honeywell LTM6300-SP
In a page long text a short message is being repeated over and over again in many different ways. ("New thermal interface material LTM6300-SP was developed.") That's it.
It would have been helpful if the press release had said anything significant about the performance characteristics of the material. Instead, it provided a link to a Honeywell Web site whose only reference to the material is the press release. Vicious circle.
Overall it's a common problem for many press releases.
Ideal press release as I see it:
-Name, part number and purpose of the product
-Quick list of most important features
-Link to a datasheet
One paragraph max.
It's time for PR people to realize, that "old school" press release format is not suitable for Internet era.