Public relations are an integral part of any marketing effort. When writing a press release, it's important to strike the balance of writing in a way that is clear to the reader while avoiding too much "PR speech" that makes readers bored. 

In addition, the advent of native advertising means that sometimes you'll need to write the articles themselves, embedded in some of the world's top news sites. 

When writing a press release or an article, I always try to think of the story, the little bits that keep a reader engaged. I've learned that even the driest and "unsexy" subjects can still be made into something that people might want to read.