As Harvard Business Review notes, "effective marketing is the difference between runaway successes and costly flops" (
https://hbsp.harvard.edu/product/7626-PBK-ENG), so answer this we need to go above and beyond the overly simplified instructional articles for how to write a press release freely available online (e.g.
https://www.semrush.com/blog/press-release/).
In the post-Covid world where most people are saturated with copious amounts of irrelevant information, a press release needs to first have an engaging headline to secure and coordinate press appearances for writers, editors, and journalists that will amplify editorial direction and priorities. That requires outstanding interpersonal, oral and written communication skills as Grammarly alludes to:
https://www.grammarly.com/blog/press-release/ and a writer who is also a critical thinker paying close attention to detail, capable of distilling key ideas and concepts to pitch editorial and trade stories.
A good press release should present information in a fascinating light with original flair covering essential details and leading the reader into the pitch. To write and edit persuasive materials including talking points, op-eds, media alerts, detailed press releases that cover the Five W's (Who, What, Where, When and Why), and messaging documents on deadline; the writer needs to have a journalistic background to be adept and creative at sourcing, capable of generating scoops and high-impact enterprise stories rooted in fact and adhering to the highest ethical standards. She or he should be proficient with Adobe Creative Cloud required & Microsoft Office 365 suite engaging diverse audiences via email marketing, digital and social media.
Exceptional researching skills tied to SEM and SEO activity are key to good press releases; Experience with creating and editing website copy, demonstrated event coordination skills and experience and organizational skills, with the ability to successfully manage multiple projects with competing timelines, prioritize tasks and meet deadlines in a demanding environment, with a focus on accuracy and attention to detail.