A news publication gets a lot of press releases over the course of the day. In an ideal world, this document delivers valuable and maybe even actionable news and, if things are really well done, gets journalists excited about sharing it with the world.Most of the time, though, PRs are breathy, fluffy and (yawn) ...a little boring. It's no joke that there's power in words. Indeed, they often make or break a Web offering. And you probably don't need to be told that the words wielded in news coverage can be particularly powerful. What's beautiful about this is that it is a realm over which you have some control, and improvements are easy to achieve.