I have an opinion on this PR business. Mitch can't write one to save his life. I love the man, but his PR's have to mature just like his business.
Most professional PR writers know how to word a PR with the right flavor. Provide news, add positive spin and keep the reader involved.
It's in the details that makes a good PR, even if it's just a catch-up PR it can say a lot, without saying a lot. But enough to keep an investor in the game. But this is JMO.