Writing a News Release

Burlington, ON (George Torok) Call it a ‘News Release’. News could be news. ‘Press Release’ sounds like propaganda.
You could also call it a ‘News Bulletin’ or ‘Announcement’. 

Add, ‘For immediate use’. This implies urgency. It also allows them some choice on when to run it. If the news is date sensitive state ‘for use before’ or ‘for use after’.