Joan says, "Don’t write a press release for journalists. Write it for customers or clients."
Now days, press releases are posted on the web through services like PRWeb.com. There is a greater chance of your press release being found by some unsuspecting client doing a google search on a problem than by a journalist.
Quite frankly, the result we all have in mind is finding clients, so why not skip the middle man (or woman, journalist)? In other words, when you write a press release, keep in mind how this information can help a client solve a problem and find you on the Web.