Press Releases

I was going to write next about the editing process for my book, but I've just been asked by two different media outlets for information about the book. That means I need a press release. In my usual anal-retentiveness, I have been scouring the web for how to prepare a book press release. I have to say, for the first time Dan Poynter's Self Publishing Manual let me down. He is sketchy at best on preparing a "press kit", and doesn't discuss the press release at all. From what I am reading, it appears I will need several versions of the release, depending on my market i.e. the press, bookstores, potential audience groups, etc. Sounds like I have my work cut out for me today. Hope my husband doesn't expect me to do any work for our business today!